Revolutionizing Vertical Video: How The Netflix App is Changing the Game

Netflix Adopts Social Media Features to Compete with TikTok and Instagram

If you’re a Netflix app user, you may have noticed the platform’s efforts to engage with you in a way similar to social media giants like TikTok and Instagram. In a bid to keep users scrolling and increase engagement, Netflix has introduced features inspired by popular social media platforms.

Netflix’s latest move is aimed at creating a social media-like experience within its app. While the core content remains the same, the platform recognizes the importance of incorporating social media elements to enhance user interaction.

During an earnings call, Netflix co-CEO Greg Peters revealed plans to expand vertical video content on the app, with the goal of attracting more users and increasing their time spent on the platform. The introduction of vertical videos in May 2025 marked the beginning of this strategy, with users gaining access to promotional clips of original titles.

In addition to vertical videos, Netflix is venturing into the world of video podcasts, forming partnerships with Spotify and iHeartMedia to offer a diverse range of content. The platform’s first original podcast, “The White House by Michael Irvin,” premiered in January, with more projects in the pipeline.

Netflix’s focus on developing original content aligns with the evolving landscape of media consumption. With competition intensifying across various platforms, including social media, streaming services like Netflix are adapting to stay relevant. The convergence of traditional TV and social media platforms underscores the need for platforms like Netflix to innovate and engage users in new ways.

“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, 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.” – Ted Sarandos, Netflix co-CEO

In a rapidly changing landscape where boundaries between media, social platforms, and entertainment are fading, Netflix’s strategic moves reflect its commitment to adapting and evolving to meet the demands of modern viewers.