Netflix is rolling out a major mobile app redesign featuring a TikTok-style vertical video feed. The update aims to address user decision fatigue through a more immersive discovery experience.
The company expects to fully deploy the update by the end of April 2026. This move targets younger audiences and competes for attention with TikTok, Instagram Reels, and YouTube Shorts.
Recommendation algorithms and generative AI will power the new feed. These tools will provide tailored content clips and enable conversational discovery for users.