Netflix Launches ‘Clips’ to Transform Mobile Content Discovery

Streaming giant Netflix has rolled out a refreshed mobile experience alongside a new vertical video feed called Clips, aimed at making content discovery faster, easier and more engaging for users on the go.

The update, now live across mobile devices in India, the United States, the United Kingdom, Australia, Canada, Malaysia, Pakistan, the Philippines and South Africa, marks the company’s latest push to enhance how users find shows, films and other content during short, everyday moments such as commutes or breaks.

At the centre of the redesign is Clips, a dedicated vertical feed that functions as a personalised highlight reel.

Users are shown short video snippets from series, films and specials tailored to their preferences, allowing them to quickly decide what to watch without prolonged browsing.

The feature also integrates direct actions within the feed.

Users can add titles to ‘My List’, share clips with friends via messaging apps or social media, and explore more content based on what captures their interest.

Netflix said the aim is to seamlessly move users from discovery to action within a few taps.

How does Netflix’s new mobile design improve navigation and content discovery?

The new mobile design introduces streamlined navigation and a more visual interface, placing key content front and centre. The experience has been built to feel native to mobile usage, with a focus on simplicity and ease of access.

Netflix said it plans to expand Clips further in the future by including podcasts, live programming and curated collections organised around genres and specific interests, offering users a wider range of entertainment options.

“Mobile is an important part of how Netflix members stay connected to the entertainment they love,” said Netflix’s Chief Product and Technology Officer Elizabeth Stone.

“With our enhanced navigation and Clips, our new vertical video feed, we’re building on past learnings to deliver an experience designed for the way members want to enjoy Netflix on their phones: for the moments in between, to discover a new title, or a quick laugh,” she added.

“Our vision is to make our mobile experience as entertaining as what you watch, delivering increasingly personalized, immersive experiences for any mood or moment. This is just the beginning,” said Stone.

The mobile update builds on the company’s broader efforts to evolve its platform, following a major overhaul of its TV interface last year.

With Clips and the redesigned app, Netflix is seeking to align its mobile experience more closely with changing viewing habits and the growing popularity of short-form, vertical content.

“This is just the beginning of what we’re building on mobile. Our goal is to create a truly great entertainment experience on your phone, for every way you like to watch, listen and play,” the company said.