Speaking at the TechCrunch Disrupt 2025 conference on Tuesday, Netflix said it is looking to vertical video as a way to experiment with new content types. The executive said the company doesn’t intend to compete directly with apps like TikTok or other short-form drama apps, but acknowledged there are other ways Netflix could leverage the mobile platform.
In response to a question about the competitive landscape on mobile, Stone agreed that while sometimes consumers are looking for what Netflix offers, such as TV shows, movies and games, there are also times when they want “more snack-y stuff.”
In this context, Netflix needs to be able to offer a “broader range of content,” she said.
“We are testing vertical video feeds on mobile devices to start rethinking what mobile is and learn more about where consumers are and how they are using mobile today.”
The feed, which was announced as a test earlier this year, allows members to scroll through clips with original titles. The goal is to encourage Netflix users to watch shows and movies.
But Stone’s comments suggested the company may have bigger plans for how it leverages that feed.
The executive pointed to Moments, the Netflix app’s video clipping feature that allows users to cut and share their favorite scenes from shows and movies.
These short clips could potentially seed a vertical video feed, but Stone did not directly confirm this plan. Instead, she said more vaguely that the company will be experimenting with “different types of content” that can be included in vertical feeds and “different ways to clip and share content.”
“We’ve been innovating with Moments, which allows for a kind of social connection with some of our content by allowing our members to take clips and share them with their networks,” she said, adding that the feature is a kind of short-form experience.
“but [Netflix] I don’t intend to copy or follow what TikTok or other people are doing. Because we believe there are certain types of entertainment, moments of truth, that are particularly valuable to our members. And I want to focus on that instead of trying to give it my all in every moment. I don’t think it needs to be the core of your strategy. ” Stone added.
Another experiment involves podcasts, thanks to Netflix’s recent deal with Spotify to distribute podcasts on its platform.
“We will begin experimenting with new content types with some of our new canvases, such as vertical video, and that includes podcasts, which we recently announced,” Stone added, noting that some podcast content will be co-exclusive on Netflix and Spotify, and will be available on both mobile and TV.
The executive said users will continue to see these experiments in the coming quarters and throughout 2026.
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