Netflix to become a TikTok clone: here is what we know so far

NEW YORK: In an effort to retain entertainment fans, Netflix is considering a major redesign of its mobile app as it adapts to a video landscape increasingly shaped by social media platforms such as YouTube, TikTok, and Instagram.

The move comes after rival Disney+ announced plans to introduce a vertical video feed similar to Instagram Reels and TikTok.

During its fourth-quarter earnings call on Tuesday, Netflix said the revamped app will expand its use of short-form video features and help promote its growing slate of original video podcasts, which the company announced last week.

Netflix plans to launch its TikTok-like feature later this year, as the Co-CEO Greg Peters said the update is designed to support the company’s long-term business growth strategy.

Peters said the redesigned app will allow Netflix to continuously iterate, test, and refine features over time, rather than relying on static product updates.

Nearly a year of testing

A central element of the redesign is deeper integration of vertical video feeds. Netflix has been testing the format since May, showcasing short, swipeable clips from its shows and movies—similar to features popularised by TikTok and Instagram Reels.

Peters added that the company could expand these feeds to include clips tied to new content formats, such as video podcasts, in an effort to increase user engagement and time spent on the app.

Push into video podcasts

Netflix is also accelerating its push into video podcasts, a space long dominated by YouTube. This week, the company debuted its first original video podcasts, featuring hosts including Pete Davidson and Michael Irvin.

The company has also partnered with major podcast distributors, including Spotify and iHeartMedia, to bring existing video podcast libraries to the platform.