Observed Signal · May 16, 2025 · Product Update · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
Netflix Adds Generative AI Search and Vertical Discovery
Netflix launched a major redesign of its TV and mobile experiences in late May 2025, introducing a horizontal top navigation bar and new mobile discovery tools including an OpenAI-powered conversational search (in beta) and a TikTok-style vertical clip feed. The top bar replaces the long-standing left-side menu and adds shortcuts for Search, Home, Shows, Movies, Games and a “My Netflix” hub for watch history and saved titles. Netflix CPO Eunice Kim described the new layout as a more flexible canvas to showcase expanded content (live sports, games), while CTO Elizabeth Stone confirmed natural-language queries return actionable results. The rollout is iterative and opt-in on some devices; social reaction has been mixed as Netflix bets improved discovery and AI-driven recommendations will boost engagement across its CTV inventory.
A major streaming platform rolling out generative-AI search and new discovery UX can materially affect CTV engagement, ad inventory value, measurement and advertiser planning across the streaming ad ecosystem.
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Key Takeaways & Evidence Grounding
- Netflix rolled out a major TV interface redesign in late May 2025 that replaces the left-side menu with a horizontal top navigation bar.
- The new top navigation includes Search, Home, Shows, Movies, Games and a ‘My Netflix’ section for watch history and saved titles.
- Mobile features include an OpenAI-powered conversational search (beta) and a vertical short-form clip feed for discovery.
- Netflix CPO Eunice Kim and CTO Elizabeth Stone publicly described the redesign as a flexible canvas to surface more content types including live NFL and games.
- The update is being delivered iteratively and opt-in on some devices; user reactions on social media have been mixed.
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Netflix Introduces TikTok-Style Vertical Feed
Netflix announced it will overhaul its mobile app to introduce a TikTok-style vertical, swipeable short-form video feed later in 2026, aiming to drive daily engagement beyond traditional binge viewing. The feature, revealed in Netflix's Q4 2025 earnings letter, will surface clips from its library and video podcasts and is supported by exclusive licensing deals with partners such as iHeartMedia and Spotify. Netflix reported surpassing 325 million paid memberships and an advertising business of over $1.5 billion in 2025, and said it is working to close its acquisition of Warner Bros. Co-CEO Greg Peters framed the UI update as an ongoing experimentation platform; co-CEO Ted Sarandos has identified social apps like Instagram as competitors for user attention.
Netflix launches Clips, a TikTok-like vertical feed
Netflix has launched Clips, a TikTok‑style vertical video feed inside its mobile app as part of a broader mobile redesign announced April 30, 2026. Clips surfaces short highlights from Netflix original series, films and specials to aid discovery; users can add a title to their watchlist, share a clip, or go directly to the show or movie page with one tap. Netflix framed the update as streamlined navigation and a mobile experience built for quick, in‑between moments. Elizabeth Stone, Netflix’s Chief Product and Technology Officer, said the company plans to expand Clips to include podcasts, live programming and genre collections. The feature follows earlier short‑form experiments (e.g., Fast Laughs) and mirrors an industry shift toward mobile vertical formats seen at other streaming services.
Netflix tests TikTok‑style vertical Clips feed
Netflix is testing a new vertical video discovery feed called Clips that surfaces personalized short highlights from series, films and specials in a TikTok/Reels‑style mobile interface. The feature aims to speed content discovery by showing viewers short, algorithmic clips they can add to their list or share. Clips is available in the US, UK, Australia, Canada, India, Malaysia, Pakistan, the Philippines and South Africa; Germany is not yet included. Netflix plans a wider global rollout in the coming months and will add a genre overview to improve navigation. The article also notes Netflix’s recent financial scale—approximately 325 million paying subscribers early 2026 and $45.2 billion revenue the prior year—and mentions the company’s growing ad business and subscription pricing tiers, including an ad‑supported plan priced at €4.99/month.
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