But Netflix doesn't seem to appreciate its new role. Instead, the company apparently sees short-form video apps—and smartphones themselves—as a direct threat to its business, and is jumping on the bandwagon. It's not only that Netflix is reportedly now making content with phone scrollers in mind, encouraging creators to craft dialogue that makes their shows and movies easy to understand even if you're not actually paying attention.
Netflix's take on TikTok
The company officially introduced its plans for short-form video during its fourth-quarter earnings call on Tuesday. Netflix co-CEO Greg Peters announced the company will roll out a new app later this year that will include its take on the vertical video feed. This isn't totally new, as the company has been experimenting with vertical video feeds since May. But it's the first time we've seen a larger announcement about how Netflix plans to integrate the short-form experience directly into its app.
It won't just be TV shows and movies on the feed. Netflix also has big plans for its video podcasts, as evidenced by recent programs like The Pete Davidson Show and recent deals with Spotify and iHeartMedia to bring existing podcasts to its platform. Expect Netflix to sprinkle clips from these video podcasts into the short-form feed to create an experience that sounds not too far off from scrolling through other apps. How many clips you do see from video podcasts, TV shows, and movies on TikTok?
Catering to the short attention span
I get the move from a business perspective: Netflix is likely losing subscribers' attention due to the addictive nature of vertical video apps. But do any of us really need another app to scroll through, especially when we're already paying for access to the full content to begin with? Maybe could be a helpful avenue to find new shows and movies to watch, but in all likelihood, it will just be be another addictive time-waster. I have too many of those in my life as it is.
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