Netflix launches TikTok-style 'Clips' feed in Korea and Japan

Netflix is pivoting toward the engagement mechanics of social video to combat choice paralysis and 'infinite scroll' fatigue. By embedding a vertical feed directly into the discovery layer, the service acknowledges that short-form video is now the primary gateway for viewer attention, specifically in mobile-dominant APAC markets. Concretely, this moves Netflix closer to an all-in-one entertainment hub where video podcasts, interactive gaming, and fragmented previews coexist to keep users within a single ecosystem. Expect to see if this migration of technical effort from the horizontal 'grid' to the vertical 'feed' improves conversion rates from discovery to stream, particularly in highly competitive regional markets like South Korea.

The expansion follows Netflix's broader integration of generative AI into its interface. At a June 2026 technology conference in San Francisco, Chief Product and Technology Officer Elizabeth Stone confirmed the company is using natural language processing to help users navigate its expanding library. Per Bloomberg, June 2026, the streamer is also testing a voice-led discovery interface that analyzes viewing history, mood, and real-time trends to produce highly tailored recommendations. This shift aims to solve 'choice paralysis,' an issue Netflix acknowledges was exacerbated by its years-long strategy of commissioning content at high volumes.

Financial results underscore the importance of these mobile-centric innovations. According to the company's Q1 2026 earnings report, quarterly revenue rose 16.2% year-over-year to $12.25 billion, with paid memberships surpassing 325 million globally. Advertising has become an increasingly significant growth lever, with the company projecting $3 billion in ad revenue for 2026, double the 2025 figure. To support this growth, Netflix acquired the AI filmmaking firm InterPositive in March 2026 to provide better creative tools for content production and ad formatting, as reported by NetInfluencer.

Competitive pressure from social platforms remains a significant driver for the new 'Clips' UI. Per CNET, April 2026, vertical video feeds are becoming a standard requirement for streamers seeking to capture time spent on TikTok and YouTube Shorts. Disney+ also recently added a vertical video layer to its mobile experience in early 2026. Across the industry, the goal is to shift from human-led curation toward 'feed-first' discovery, where fast hooks and rapid transitions are used to sustain user engagement in short bursts, such as during daily commutes or breaks.