Netflix Redesign: Enhanced Mobile Experience for Better Engagement

Netflix has unveiled its intention to implement a significant redesign of its mobile app, with the objective of boosting daily user interaction and competing directly with social media platforms such as YouTube Shorts and Instagram.

The streaming giant disclosed the forthcoming modifications during its fourth-quarter earnings call on January 20. This redesign signals a strategic shift, as the company endeavours to convert its mobile interface from a static collection of films and television shows into a more engaging, interactive experience.

Everything is a Reel

At the heart of this transformation is the increased incorporation of vertical video feeds. Netflix has been testing swipeable, short-form clips (akin to Instagram Reels) since May 2025, but the new interface will elevate this format to a fundamental aspect of the user experience.

These video feeds are aimed at showcasing trending content, offering personalised recommendations, and presenting short-form previews that emulate the browsing patterns of social networks.

Input from Leadership

Netflix Co-CEO Greg Peters mentioned during the earnings call on January 20 that the revamped interface is designed to bolster the company’s future growth and enhance its business expansion over the next decade.

By adding features like video podcasts and interactive prompts, Netflix aspires to motivate subscribers to access the app daily, rather than solely when they plan to view a full-length feature.

Shifting Competition

This initiative arises as Netflix encounters heightened competition for “attention share” from platforms like YouTube and Instagram, which currently dominate mobile viewing patterns. Despite Netflix being the world’s leading subscription streaming service (with over 325 million paid subscribers as of late 2025), it finds itself in a race for habitual user engagement.

In addition to the emphasis on short-form videos, the company is broadening its range of content. Netflix has recently introduced its inaugural video podcasts and forged partnerships with Spotify and iHeartMedia to integrate renowned podcast libraries.

The redesigned mobile user interface is set to be released globally later in 2026. Following last year’s redesign of the TV app, this development illustrates Netflix’s wider ambition to merge traditional streaming with the rapid interactions characteristic of social media platforms.