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Netflix CTO says more vertical video experiments are coming, but streamer is notcompeting with TikTok
Netflix's CTO, Elizabeth Stone, announced plans to explore vertical video content at the TechCrunch Disrupt 2025 conference. While acknowledging consumer interest in short-form content, she clarified that Netflix does not intend to compete with TikTok. Experiments will include a mobile vertical video feed and integration of short clips and podcasts aimed at enhancing user engagement through diverse content.
Key points
- Netflix is experimenting with vertical video to meet evolving consumer preferences in mobile content consumption.
- CTO Elizabeth Stone emphasized that Netflix aims to complement, not compete with TikTok by providing a variety of content including TV shows, movies, and games.
- A new vertical video feed allows users to scroll through clips of original titles to inspire viewing.
- The feature 'Moments' lets users clip and share scenes, potentially integrating into the new vertical video format in future.
- Stone mentioned podcast integration as part of the wider content strategy, with co-exclusive content on Netflix and Spotify.
Why it matters
- The rise of vertical video is part of a broader trend in media consumption, particularly among younger audiences who prefer short-form, snackable content.
- This strategy aligns with 2025 IT trends that emphasize personalization, user engagement, and multi-platform content delivery.
- In recent years, streaming services have increasingly integrated social media-like features to compete for viewer attention.
Netflix's pivot towards vertical video and user's social sharing demonstrates its commitment to innovate and meet the changing preferences of its audience while steering clear of direct competition with TikTok.