Netflix has begun rolling out a new mobile experience, including a vertical video feed called Clips, across nine countries, with a global rollout to follow in the months ahead.
The update is available from today in the United States, the United Kingdom, Australia, Canada, India, Malaysia, Pakistan, the Philippines and South Africa.
The new mobile experience features navigation that has been redesigned and a discovery layout built for vertical, visual scrolling on phones. Netflix describes the update as bringing the same focus it applied to its TV experience – which was overhauled last year for the first time in over a decade – to mobile.
The company says the redesign puts what users care about at the front, with navigation that has been simplified and a layout built around the way people use their phones.
What is Netflix Clips?
At the centre of the update is Clips, a vertical video feed that presents short videos from series, films and specials, tailored to each member’s tastes. Netflix says Clips is designed to help members decide what to watch or play next, without the need for scrolling at length through the catalogue.
From within the Clips feed, users can:
- Add to My List – Save titles directly from the feed without leaving it.
- Share – Send recommendations to friends or post to social media via an arrow at the bottom of the screen.
- Explore – Browse a selection of content personalised to each user’s viewing habits.
Netflix says Clips will expand in the future to include podcasts, live programming and collections built around genres such as romance or other specific interests.
“Mobile is an important part of how Netflix members stay connected to the entertainment they love. 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. 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,” Elizabeth Stone, Netflix’s Chief Product and Technology Officer said in a statement.
The update is live today in the nine countries listed above. Netflix has confirmed it will roll out to the rest of the world in the months to come. The company says its goal is to build an experience that spans watching, listening and playing on mobile phones.
