Netflix on April 30 introduced a new mobile initiative designed to make discovering and enjoying content on smartphones faster and more engaging, centred around a personalised vertical ‘Clips’ feed and a refreshed user interface.

The new ‘Clips’ feature offers a stream of short, vertical videos from Netflix films and series, allowing users to preview content in a quick, swipe-able format. Each clip is personalised based on a member’s viewing preferences, helping surface titles that align with individual tastes. Users can tap directly from a clip to start watching the full title, add it to ‘My List’, or share it with friends, creating a more dynamic and interactive discovery experience, a Netflix statement stated yesterday.

In addition to ‘Clips’, Netflix has redesigned key elements of its mobile app to simplify navigation. A new bottom navigation bar provides easier access to sections such as Home, Search, Clips and My Netflix. The updated interface also brings more prominent recommendations and curated groupings, making it easier for users to browse categories and find something to watch without extensive searching.

The feature is accessible through the Netflix mobile app, where users will see the new ‘Clips’ tab and updated layout automatically as the rollout progresses. The experience is built around intuitive mobile gestures, allowing users to scroll vertically through clips and instantly act on what they discover without additional setup or configuration.

Netflix said the new mobile features will begin rolling out from April 30 and will be available from yesterday in the US, the UK, Australia, Canada, India, Malaysia, Pakistan, the Philippines and South Africa, with availability expanding in phases across countries where the service operates over the coming months.

The company added that the initiative is part of its broader effort to enhance personalisation and reduce the time it takes for members to find content they love.

Among the key novelties are the vertical video feed tailored to user preferences, seamless transitions from preview to full playback, simplified navigation, and improved content discovery tools — all aimed at delivering a more engaging, mobile-first entertainment experience.