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Netflix to add vertical video feed this month
Netflix said it will add a TikTok-style vertical video feed to its apps this month as it expands its use of AI for search, recommendations, content production, and advertising.
The company said the feed, which it has tested since last year, could help users discover video podcasts, shows, and movies, while newer recommendation models come after it launched a ChatGPT-powered search tool last year.
Co-CEO Ted Sarandos also said Netflix expects wider use of generative AI in filmmaking after buying AI creation company Interpositive last month.
Netflix reported US$12.25 billion in Q1 2026 revenue, up 16.2% year-on-year, and US$5.28 billion in profit, up 83%, and said Chair Reed Hastings will leave its board this summer.
🔗 Source: TechCrunch
🧠 Food for thought
Implications, context, and why it matters.
A vertical feed aims for more viewing time and more ad revenue
- The feed tries to fill viewing gaps such as daytime stretches and phones, where Netflix already gets extra watch time from its podcast offerings 1.
- A phone-first layout may bring in more revenue as the ad business scales, though Netflix has not said whether the ad-supported plan makes up over 60% of new sign-ups in markets where it runs 1.
- Short clips put Netflix in closer rivalry with TikTok and YouTube for time spent and ad spend 2.
Netflix is using AI to cut production costs, while the ripple effects stay unclear
- Buying Interpositive gives Netflix in-house AI tools made for filmmakers, and executives say it should speed up the company’s generative AI work 3.
- Arguments over AI and creative jobs continue. The issue drove the 2023 Hollywood strikes, and filmmaker Tyler Perry paused a studio expansion in 2024 over worries about AI-linked job losses 4.
Recent Netflix developments
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