Netflix has been getting more into the short-form video space. Now, take into account that they’ve recently rolled out a new vertical feed purpose-built for mobile users. This latest feature follows the company’s previous foray into short videos, showcasing its commitment to adapting to changing viewer preferences and consumption habits.
In March of 2021, Netflix introduced “Fast Laughs,” a feature that served users a feed of funny clips. This new initiative is just another example of the social media platform’s willingness to dive headfirst into the current craze of short, highly-shareable video content. It takes cues from widely-used apps such as TikTok. Though “Fast Laughs” deliberately selects from the “Today’s Top Picks for You” section, making sure users get hand tailored relevant content from Netflix rather than from the full Netflix catalog.
Improving Customer Experience with Innovative Features
Continuing with its previous successes, Netflix has been testing ground-breaking features focused on improving customer experience. One notable test featured badges prominently on title cards on the homepage. This was a positive shift that allowed users to more easily find niche content, such as Emmy-winning titles. This native content discovery approach is in line with several other recent efforts by Netflix to make content discovery more intuitive and seamless for subscribers.
The streaming service continues to personalize users’ homepages by changing recommendations after they select a title. Just like when a user thumbs-up a TV series, Netflix responds. It personalizes the recommended titles by altering those title thumbnails, making it a curated viewing experience. This adaptive strategy strengthens Netflix’s understanding of viewer preferences. It demonstrates their determination to deliver varied, rich content material that meets every customer’s wants.
At its inaugural product and tech event, Netflix unveiled plans for this new feature alongside several other upcoming initiatives aimed at enhancing user engagement. This new feature will be made available to users globally in the coming weeks on both iOS and Android devices. It will significantly improve the platform’s value proposition in a crowded streaming services market.
What The Author Thinks
Netflix’s continued push into short-form video and adaptive content discovery is a smart move to stay relevant in the ever-competitive streaming market. By embracing trends popularized by social media apps like TikTok and focusing on personalized user experiences, Netflix is responding to changing consumption habits and reinforcing its position as a leader in the space. These initiatives could improve user engagement, but the long-term success will depend on whether they can maintain the quality of content while innovating with new formats.
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