Netflix has been testing a new feature for its mobile app for months and the company now appears to be actually implementing the change.
Netflix is getting a big change
The change that Netflix is coming with later this year is vertical video. The company started testing the idea more than six months ago and it looks like it’s now definitely going ahead. said during the presentation of the quarterly figures Greg Petersco-CEO of Netflix, recently announced that the app has been offering vertical video in the app for several months, in the form of fragments from Netflix series and films. Other new types of content will be added soon, including video podcasts.
He added that the company is also working on a new mobile user interface that will better reflect Netflix’s expansion of its business over the next decade. It is not yet clear what exactly this expansion entails.
Vertical video rollout in 2026
Netflix will roll out the change to vertical video later in 2026. Like the TV user interface, it then becomes a starting point, a platform on which Netflix can test, develop and improve its offering. Netflix is making the change as consumers increasingly view content on their smartphones and Netflix remaps its direct competition. According to the company, social media platforms such as Instagram have also become competitors.
“Amazon owns MGM, Apple competes for Emmys and Oscars, and Instagram is soon to follow. YouTube just overtook the BBC in average monthly viewership,” Netflix said. “We compete for people’s attention with an even broader range of options, including streaming, broadcast, cable, gaming, social media, big tech and video platforms.”
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