As platforms like YouTube, TikTok and Instagram continue to dominate mobile viewing, Netflix is rethinking how its app fits into a social-first video landscape.
During its fourth-quarter earnings call on Tuesday, the company revealed plans to redesign its mobile app and expand its short-form video feature, which could also help promote the new slate of original video podcasts it launched last week.
The redesigned mobile app, set to arrive later in 2026, is intended to “better serve the expansion of our business over the decade to come,” according to co-CEO Greg Peters. The update will provide a foundation for ongoing experimentation, allowing Netflix to “iterate, test, evolve, and improve” its mobile offering over time.
At the heart of the redesign is a deeper integration of vertical video feeds, a format the streaming giant has been testing since May. These feeds display short clips from Netflix shows and films, in a format familiar to TikTok and Instagram Reels users.
Peters noted that the company plans to expand these clips to new content types, including video podcasts, signalling that swipeable short-form clips are viewed as a key way to capture attention and boost engagement within the app.
Netflix is also making a major push into video podcasts, a space where YouTube has long been dominant. This week, the platform debuted its first original video podcasts, featuring high-profile hosts such as Pete Davidson and Michael Irvin.
Netflix video podcasts
Netflix has also partnered with major podcast companies, including Spotify and iHeartMedia, to bring established video podcast libraries to the platform. Both initiatives point to a broader strategy of making content discovery and daily engagement on Netflix feel more like a social platform experience.
At the same time, Netflix has stressed that its approach is one of experimentation rather than imitation. Speaking at the TechCrunch Disrupt 2025 conference, CTO Elizabeth Stone emphasised that the company is not trying to become TikTok, but is instead aiming to enhance entertainment discovery through mobile-first features.
Co-CEO Ted Sarandos also reflected on the wider shift in the streaming industry, noting that services no longer compete solely with one another but with the entire entertainment ecosystem. “There’s never been more competition for creators, for consumer attention, for advertising and subscription dollars,” Sarandos said.
“TV is not what we grew up on. TV is now just about everything. The Oscars and the NFL are on YouTube… Apple is competing for Emmys and Oscars, and Instagram is coming next.” Sarandos additionally discussed Netflix’s evolving film strategy.
Referencing recent changes to its theatrical release approach and the company’s plans to acquire Warner Bros. This demonstrates a willingness to experiment with hybrid distribution models, as the boundaries between cinema, streaming and social content continue to blur.
Financially, Netflix delivered $45.2 billion in revenue in 2025, with ad revenue rising to over $1.5 billion. The company also surpassed 325 million paid subscriptions in the fourth quarter, highlighting its continued growth even as the industry landscape shifts.
