Netflix launches vertical video feed this April, expands AI recommendations across platform

Netflix plans to add a vertical video feed, use AI for recommendations | TechCrunch

Netflix is going to launch a TikTok-like vertical video feed within its apps this month, and plans to use AI broadly for content creation and recommendations, the company said on Thursday. Netflix has been testing a vertical video feed since last year. The short video feature could aid users with discovering video podcasts, along with the current slate of shows and movies. The company is also leaning more into using AI for recommendations after launching a ChatGPT-powered search feature last year. "We have been in personalization and recommendation for two decades, but we still see tremendous room to make it better by leveraging newer technologies," Netflix co-CEO Gregory Peters said during the company's first-quarter conference call. "Recommendation systems based on new model architectures not only improve current personalization but also let us iterate and improve more quickly -- adding support for different content types much more efficiently." Co-CEO Ted Sarandos said he sees AI tools improving the entire content creation process. "In general, we expect GenAI to make content better; better tools, better processes [...] It takes a great artist to make great art, and AI won't change that. But AI will give those artists better tools to bring those visions to life," he said. Last month, Netflix bought Ben Affleck's AI creation company Interpositive, which Sarandos said, has garnered interest from creators. "With our acquisition of Interpositive, we think it accelerates our GenAI capability because it is proprietary technology created specifically for filmmakers and filmmaking, different from other GenAI video applications. While our ownership of Interpositive is very new, we have generated interest with creators who have spent time with the tools, and we are seeing momentum build around adoption," he noted. Netflix also mentioned that it wants to use AI to improve its ad suite, and allow for new formats and customization to get better returns. The company expects to generate ad revenue of $3 billion this year. Netflix reported revenue of $12.25 billion in Q1 2026, up 16.2% year-year-year, and said profit jumped 83% to $5.28 billion. Alongside the first-quarter results, Netflix said its co-founder and chair, Reed Hastings, is leaving the company's board this summer. Notably, the company hiked subscription prices in the U.S. late last month, which could have a positive impact next quarter. The company said it ended 2025 with 325 million paying subscribers.

Netflix's vertical video update arrives this April -- here's why it matters for how you discover shows

Moulik Mathur is a journalist with over 4 years of experience, mainly in tech, video games, and streaming. His journey started at India Today Gaming, where he began reviewing gaming laptops. During his stint at IGN India, he dove deeper into technology stories, especially reporting on GPUs while strengthening his knowledge of gaming hardware. He's always curious and looks for opportunities to tweak any technology he gets his hands on. He dreams of building his own PC, and while he knows exactly how many days it's been since the dream began, he'll probably be visibly upset to share that number. Netflix is set to introduce vertical video in the next mobile app update. The streaming company mentioned vertical videos in its Q1 2026 financial results on Thursday. Netflix said that the "redesign will better reflect our expanding entertainment offering and make it easier for members to engage how and when they want." Netflix is introducing this new feature through an update by the end of April. Netflix has been testing this feature in the background since May last year, when it launched the revamped Netflix TV app. Netflix mentioned in that announcement that it is also starting tests on a vertical feed, which will be "filled with clips of Netflix shows and movies to make discovery easy and fun." Netflix had also said last year that the audience would be able to simply tap on a clip to start watching the movie or show instantly. There will also be an option to add a movie or show to My List. Plus, you will be able to share those clips with friends. Related 5 ways Netflix is becoming more than a streaming service for movies and TV Here are things to do that don't involve movies or TV shows. Posts By Dan Girolamo The impact of vertical video on Netflix A TikTok-style feed Netflix's decision to bring a TikTok-style feed to its mobile app is not an isolated attempt. Disney+ and Peacock have already introduced short-form videos on their respective applications. Subscribers can scroll through short clips and find the movie or show they want to watch. Before Netflix started its testing, Chief Product Officer Eunice Kim said in a press briefing (spotted by The Verge), "We know that swiping through a vertical feed on social media apps is an easy way to browse video content, and we also know that our members love to browse our clips and trailers to find their next obsession." Kim also said that the vertical video row would feature clips from the "Top Picks for You" category. Netflix has said in this earnings report that it is "using GenAI to improve recommendations for members through deeper content understanding," so you can expect that feed to keep going once your top picks are exhausted. Netflix will also use generative AI to "recommend the right title at the right moment." Subscribe to our newsletter for streaming UI trends Get focused, newsletter coverage that breaks down vertical-video rollouts and how they reshape streaming discovery. Subscribe for curated analysis, explainers, and coverage of vertical video and related platform trends across major services. Get Updates By subscribing, you agree to receive newsletter and marketing emails, and accept our Terms of Use and Privacy Policy. You can unsubscribe anytime. With a plethora of content available on Netflix, it is no surprise that users spend a considerable amount of time finding and understanding what they would like to watch. Whether a TikTok-style feed helps make that decision quicker or prolongs the search remains to be seen. Source: Netflix Q1 2026 Financial Results Netflix Subscription with ads Yes, $8/month Simultaneous streams Two or four Visit Netflix Expand Collapse