Netflix to redesign mobile app to compete with social platforms

During its fourth-quarter earnings call on Tuesday, Netflix announced plans to redesign its mobile app to compete with social platforms like YouTube, TikTok, and Instagram for daily user engagement. Set to launch later in 2026, the redesigned mobile app is intended to feature a deeper integration of vertical video feeds—a user interface format displaying short clips—which the company began experimenting with in May 2025. The feed displays short clips from Netflix shows and movies to capture user attention and increase time spent in the app.

As part of this mobile expansion, Netflix plans to expand its short-form video feature to promote its new slate of original video podcasts, a content format featuring video. Last week, the company unveiled its first original video podcasts, featuring hosts such as Pete Davidson and Michael Irvin. To build out its library, Netflix has partnered with Spotify and iHeartMedia to bring established video podcasts to its platform. Co-CEO Greg Peters stated that the update is intended to support the long-term growth of the business over the next ten years, acting as a foundation for the company to experiment and refine its features over time. Peters, who serves as co-CEO, noted that “You can imagine us bringing more clips based on new content types, like video podcasts” as the company expands.

Co-CEO Ted Sarandos framed the shift as a response to a blurring competitive landscape where streaming services compete with social media and entertainment. Sarandos emphasized that there has never been more competition for creators, consumer attention, and advertising and subscription dollars. He noted that television consumption is evolving, with major events like the Oscars and the NFL appearing on platforms like YouTube, while Apple competes for major awards and Instagram enters the competition. Beyond its mobile product strategy, Netflix is preparing to acquire Warner Bros. as it navigates this shifting environment. The company reported financial growth for 2025, delivering revenue and subscription gains:

• 2025 revenue of $45.2 billion
• Ad revenue of over $1.5 billion
• Paid subscriptions crossing 325 million

Why it matters

Netflix is shifting its product strategy to mirror social media formats, acknowledging that it no longer competes just with other streamers, but for the entirety of a user’s daily attention. By integrating short-form vertical feeds and video podcasts, the company is positioning its mobile app to capture the daily habits of users who turn to social platforms for entertainment.