In a bid to stay ahead in an increasingly competitive streaming landscape, Netflix is testing a vertical video feed while expanding its use of artificial intelligence across the platform. The move signals a shift toward faster, more intuitive content discovery, inspired by changing user behaviour.
The short-form feed, currently in testing and expected to roll out soon, will introduce vertically scrollable videos within the app. Designed to improve discovery, it may include formats such as video podcasts alongside films and series, bringing Netflix closer to the swipe-driven consumption patterns popular on social platforms.
At the same time, the company is doubling down on AI. Building on its existing recommendation systems, Netflix is integrating newer model architectures to enhance personalisation. A ChatGPT-powered search feature already reflects this direction, allowing users to find content through more natural, conversational queries.
Leadership views AI as a tool to improve both user experience and content creation. While maintaining that creativity remains human-led, the platform sees generative AI as a way to enhance production processes and storytelling efficiency. Its recent acquisition of InterPositive, an AI-focused venture linked to Ben Affleck, further strengthens its capabilities in this space.
Beyond content, Netflix is also exploring AI applications in advertising, including new formats and better targeting.
With strong financial performance in Q1 2026, the company’s latest moves reflect a broader strategy-combining short-form engagement with AI-driven intelligence to shape how audiences discover and consume entertainment.
