Netflix is updating its iPhone app to include a vertical video discovery feed, set to launch by the end of April 2023, as part of a redesign aimed at enhancing user engagement.
The announcement follows Netflix’s latest earnings report and reflects the company’s ongoing efforts to innovate its mobile experience. The new feature will allow members to discover content more easily and align with Netflix’s expanding entertainment offerings.
Netflix co-founder and Chairman Reed Hastings also revealed plans to step down from the board during the shareholder update. Earlier this month, Netflix introduced a new app called Netflix Playground, featuring mini-games designed for a younger audience, directly competing with Apple Arcade.
In March, Netflix raised subscription prices across all plans, including the ad-supported tier. The company also dropped its pursuit of acquiring HBO as Paramount raised its bid for the streaming service. Netflix stated, “This redesign will better reflect our expanding entertainment offering and make it easier for members to engage how and when they want.”
The updated app aims to capitalize on the growing trend of mobile video consumption, targeting a younger demographic with its interactive gaming features and enhanced video presentation.
