Netflix, the OTT giant, is preparing for a significant change that could shake up the entertainment world. Previously known primarily for its web series and films, Netflix is expanding its strategy to include short-form video content.
Netflix: Platforms like Instagram Reels and YouTube Shorts have dominated the short-video landscape. However, a major new player is entering the field—Netflix. Yes, the same Netflix that offers web series and movies is now venturing into the world of short videos.
Netflix will soon launch a new feature in its mobile app allowing users to view short videos in a vertical format, similar to Instagram Reels. Crucially, these videos will be personalized based on user viewing habits and preferences, offering customized content to each user. This move will not only position Netflix to compete with existing short-video platforms but also elevate user engagement to new heights.
What is Netflix's new feature?
Netflix is introducing a new mobile-only short-video feed presented entirely in a vertical format, mirroring Instagram Reels and YouTube Shorts. Users can swipe to the next video after completing one. Standard features like saving, liking, and sharing videos will also be available.
The key differentiator is the personalized nature of the content. Netflix states that these clips will be curated from a "Top Picks for You" section, providing users with personalized video content based on their viewing history and preferences.
What is Netflix's objective?
This move extends beyond simply adding a new feature; Netflix aims to increase mobile user engagement. With platforms like Instagram and YouTube attracting billions with short-form video, Netflix seeks to prevent users from migrating to other apps for this type of content.
This new feature allows users to enjoy movies, web series, and now short videos, all within a single app. This eliminates the need to switch between multiple platforms for entertainment.
Where and when will it launch?
The short-video feature is currently in a testing phase in the United States, with limited availability to select users. Following positive feedback, a full rollout in the US is anticipated. There is no official information regarding a launch in India, but it is expected to follow a successful US launch given the size of the Indian mobile market.
Why could this feature be a game-changer?
Today's younger generation engages heavily with short-form video. Users spend hours watching, scrolling, and sharing Reels and Shorts. By leveraging this trend and providing a similar experience—combined with Netflix's b content library—Netflix can boost user engagement, brand value, and user loyalty.
While Instagram and YouTube rely on algorithms, Netflix claims its focus is on user-centric content curation, not just popularity. This ensures users see videos most relevant to their preferences.
This move signals that OTT platforms are no longer content with solely long-form content. The digital space is moving towards an "everything-in-one" model, and Netflix's strategy reflects a significant step in this direction.
