A vertical feed is coming to 300 million subscribers.

Netflix recently announced that it’s launching a redesigned mobile app at the end of April.

The update introduces a vertical video feed, allowing users to browse TV shows & movies in the same format as TikTok and Instagram Reels.

Co-CEO Greg Peters described the shift as part of a decade-long strategic evolution:

"This redesign will better reflect our expanding entertainment offering and make it easier for members to engage how and when they want."

Peters noted that video podcasts over-index on mobile and that the line between TV and mobile entertainment is blurring.

Together with last year’s TV app overhaul, the two updates signal something more than a product refresh. Netflix is restructuring how its entire library gets discovered - around a format it did not invent.

Vertical video came from creators posting on Vine, then TikTok and Reels, with no production budget and no distribution infrastructure. The platform is catching up to the audience. The audience learned the format from creators.

Netflix has not confirmed whether the vertical feed will surface independent creator content or remain limited to clips from its own library. That single unanswered question is the most important detail in this story.

A closed feed means Netflix validated the format creators built and kept the distribution for itself. An open feed means independent creator content sits inside the same interface as Netflix Originals - discoverable by 300 million paid subscribers.

These are not similar outcomes. One is a compliment. The other changes the distribution landscape entirely.

Will creators own the distribution that comes with it, or watch the platform keep it for itself?