Netflix to redesign its app as it competes with social platforms for daily engagement

As mobile viewing continues to be shaped by platforms such as YouTube, TikTok, and Instagram, Netflix is rethinking how its own app fits into an increasingly social-first video environment. During its fourth-quarter earnings call on Tuesday, the company revealed plans to overhaul its mobile app and expand its short-form video features, a move it says could also help spotlight its newly announced lineup of original video podcasts.

The redesigned mobile app is expected to roll out later in 2026 and is meant to “better serve the expansion of our business over the decade to come,” according to co-CEO Greg Peters. Rather than being a one-off refresh, the update is designed as a flexible foundation that will allow Netflix to keep experimenting. Peters said the company wants the app to support continuous iteration, testing, and evolution as viewing habits and content formats continue to shift.

A central part of the redesign is deeper integration of vertical video feeds, an area Netflix has been quietly testing since May. These feeds surface short clips from the platform’s shows and films in a swipeable format that will feel familiar to TikTok and Instagram Reels users. The goal is to make discovery faster and more engaging on mobile, encouraging users to spend more time inside the app even when they’re not committing to a full episode or movie.

Peters suggested that this format could soon extend beyond traditional clips. “You can imagine us bringing more clips based on new content types, like video podcasts,” he said during the earnings call, underlining Netflix’s belief that short, swipeable video can be a powerful way to capture attention and drive repeat daily usage.

Alongside these product changes, Netflix is making a notable push into video podcasts, a space historically dominated by YouTube. This week, the company introduced its first slate of original video podcasts, including shows hosted by well-known personalities such as Pete Davidson and Michael Irvin. In addition to original programming, Netflix has struck partnerships with major podcast players to bring established video podcast libraries onto the service, including collaborations with Spotify and iHeartMedia.

Together, these initiatives point to a broader strategy to make content discovery and everyday engagement on Netflix feel closer to a social platform experience. At the same time, the company has been careful to frame its approach as experimentation rather than direct imitation. Speaking previously at TechCrunch Disrupt 2025, CTO Elizabeth Stone stressed that Netflix is not trying to turn itself into TikTok, but instead wants to strengthen its entertainment discovery tools through mobile-first design and features.

During the earnings call, co-CEO Ted Sarandos zoomed out to comment on how competition in the streaming world has changed. He noted that services are no longer competing only with one another, but with the entire entertainment ecosystem. “There’s never been more competition for creators, for consumer attention, for advertising and subscription dollars; the competitive lines around TV consumption are already blurring,” Sarandos said. “TV is not what we grew up on. TV is now just about everything. The Oscars and the NFL are on YouTube… Apple’s competing for Emmys and Oscars, and Instagram is coming next.”

Sarandos also touched on Netflix’s evolving film strategy, noting the company’s recent adjustments to its theatrical release strategy as it prepares to acquire Warner Bros. The comments suggest a growing openness to hybrid distribution models, as the boundaries between cinema, streaming, and social-style content continue to soften.

Financially, Netflix closed 2025 on a strong note. The company reported $45.2 billion in revenue for the year, with advertising revenue exceeding $1.5 billion. Netflix also surpassed a significant milestone in the fourth quarter, crossing 325 million paid subscriptions worldwide, reinforcing its position as it looks to adapt its product for the next phase of competition in digital entertainment.