Netflix is testing a new vertical video feed as part of a broader push to enhance content discovery and deepen user engagement on its platform. The short-form feature, expected to roll out later this month, will introduce a scrollable feed showcasing bite-sized content, including emerging formats such as video podcasts alongside its existing catalogue of films and series.
The move reflects the company’s growing focus on artificial intelligence to refine how users discover content. Building on its earlier integration of a ChatGPT-powered search tool, Netflix is expanding its use of advanced AI models to strengthen recommendation systems and support a wider range of content formats.
Co-CEO Gregory Peters emphasised that while Netflix has long been a leader in personalisation, newer AI architectures are enabling faster iteration and more efficient improvements. These advancements are expected to enhance content surfacing and adapt more quickly to evolving viewer preferences.
Co-CEO Ted Sarandos highlighted the role of generative AI in the creative process, noting that while storytelling remains driven by artists, AI tools can significantly improve production workflows and execution.
As part of its AI expansion, Netflix has also acquired InterPositive, a generative AI company founded by Ben Affleck. The acquisition is aimed at strengthening proprietary tools tailored specifically for filmmakers, with early signs of interest and adoption from the creative community.
Beyond content and discovery, the company is exploring AI-driven innovations in advertising, including new formats and personalised ad experiences.
Financially, Netflix reported strong growth in the first quarter of 2026, with revenue rising 16.2% year-on-year to $12.25 billion and profits surging 83% to $5.28 billion. The company also announced that co-founder Reed Hastings will step down from its board later this year.
