Netflix Vertical Video Experiments: Redefining Mobile Streaming Strategy
Netflix is exploring vertical video experiments as part of its evolving mobile strategy. Chief Technology Officer Elizabeth Stone discussed this direction at Disrupt 2025. She emphasized that Netflix is not competing with TikTok but aiming to “meet consumers where they are” in today’s mobile usage.
The move reflects Netflix’s intent to diversify content experiences. The company is balancing full-length shows, interactive games, and shorter clips that suit mobile viewing habits.
Mobile Behavior Driving New Formats
Addressing competition in mobile entertainment, Stone said user behavior varies across contexts. Sometimes viewers seek a movie or series; other times, they want “something more snackable.”
To engage those brief moments, Netflix is testing a vertical video feed on mobile. The feed lets users scroll through short clips from Netflix originals. The aim is to help audiences discover or revisit shows more easily. Stone said this test “reimagines what mobile is” and reflects how people consume media today.
Expanding the Role of Moments and Short Clips
Stone also discussed Moments, Netflix’s tool that lets members clip and share favorite scenes. She hinted that these clips might appear in the vertical feed, deepening engagement across platforms.
“We’ve been innovating on Moments, which allows a social connection by letting a member take a clip and share it,” Stone said. She described it as a short-form experience that complements Netflix’s broader strategy.
Stone clarified that Netflix is not copying short-form platforms. Instead, it focuses on entertainment moments that truly matter to its members. “We want to stay focused on the experiences our members value most,” she added.
Experimenting with Podcasts and New Content Types
Netflix is extending its experiments beyond video. After a recent collaboration with Spotify, the company will use new “canvases,” such as vertical video, to feature podcasts.
Some podcast content will appear across both Netflix and Spotify. These shows will be available on mobile and TV. The approach highlights Netflix’s goal to expand its entertainment ecosystem without straying from quality storytelling.
Stone said, “We’ll use vertical video to start to experiment with new content types — and that includes podcasts.”
A Preview of What’s Ahead
Netflix’s mobile and short-form experiments signal a new phase for the platform. Stone confirmed that users will see these rollouts in the coming quarters and through 2026.
The company’s strategy centers on relevance and engagement. In an era of fragmented attention, Netflix wants to capture both casual moments and deep viewing experiences.
Reflection
As Netflix reshapes streaming for mobile users, one question emerges:
Can vertical video deepen engagement while preserving storytelling depth?
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