Netflix wants you scrolling more, not less. That was the clear takeaway from its latest earnings call, where the company confirmed that a redesigned Netflix app is on the way, complete with TikTok-style vertical video feeds on iOS and Android.
Yes, doomscrolling is coming to Netflix.
Netflix joins the vertical video club
During its Q4 earnings call (via TechCrunch), Netflix CEO Greg Peters said the upcoming app update will lean heavily into short-form video, positioning it as a way to “better serve the expansion of Netflix over the decade to come.” In practice, that means vertical video clips designed to keep users engaged even before they commit to watching a full episode or movie.
This is familiar territory. TikTok popularized the format, Instagram has Reels, YouTube has Shorts, and nearly every major app has followed suit. Netflix was one of the few big holdouts, so in that sense, this move feels inevitable rather than innovative.
Still, seeing Netflix adopt a doomscroll-style feed feels like a line being crossed. This was the app you opened to watch something, not to mindlessly flick through clips.
The promise versus the reality
In theory, Netflix’s vertical videos will help users discover new content. Short clips could highlight shows you might enjoy, surface moments from Netflix originals, or even pull from its growing library of video podcasts. The idea is that instead of endlessly browsing static thumbnails, you get a more dynamic preview of what’s worth your time.
But let’s be honest. Vertical feeds are rarely about efficiency or discovery. They are about maximizing time spent in-app.
Netflix itself hinted at this shift earlier. Reports from within the film and TV industry have suggested the company has been leaning into so-called “second-screen shows,” content designed to be easy to follow even when viewers are distracted by TikTok, Reels, or their phone in general. Adding a doomscroll feed to the Netflix app fits neatly into that strategy.
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A personal take: this is not progress
This is where I’ll admit my bias. I do not think vertical video feeds are the best thing to happen to our phones. If anything, most of us could use less of them.
Netflix was one of the few places left that encouraged a more intentional interaction. You opened it, chose something, and watched. Turning the app into yet another endless feed risks blurring the line between watching a show and killing time.
Yes, that is a personal opinion. Some users will probably love it. Others will find it helpful while waiting in line or sitting in a doctor’s office. But it is hard to ignore the broader trend here, where every app competes for attention in the same way, using the same mechanics, even if it comes at the cost of focus.
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What we know so far
Netflix has not shared many concrete details yet. The redesigned app and vertical video feed are expected to roll out sometime in 2026, with no specific launch window announced. What is clear is that Netflix sees short-form video as a core part of its future, not a side experiment.
Whether this makes the app better or just more addictive will depend on how aggressively Netflix pushes the feature. But one thing is certain: even choosing what to watch on Netflix is about to look a lot more like scrolling TikTok.
