Netflix to Launch TikTok-Style Feed and Expand AI Use
creation, ad suites, and recommendation systems.
TAGS: Netflix, AI, Streaming, Tech News, Business
CONTEUDO:
Netflix is set to roll out a vertical video feed within its application this month, mirroring the short-form discovery experience popularized by platforms like TikTok. Beyond the new interface, the streaming giant announced a strategic shift to integrate artificial intelligence across its content production, advertising, and recommendation engines.
Enhancing Discovery and Personalization
The vertical feed, which has been in testing phases since last year, aims to streamline how subscribers find new content. The feature is expected to highlight video podcasts alongside the platform’s traditional library of movies and series.
Co-CEO Gregory Peters emphasized that the company is evolving its two-decade-old approach to personalization. During the first-quarter conference call, Peters noted that new model architectures allow for faster iteration and more efficient support for diverse content formats.
AI in Content Creation and Advertising
Netflix is positioning generative AI as a tool to empower creators rather than replace them. Co-CEO Ted Sarandos stated that the company expects GenAI to refine the production process, providing artists with better tools to execute their visions.
Key developments in the company’s AI strategy include:
- InterPositive Acquisition: Following the purchase of Ben Affleck’s AI firm last month, Netflix is incorporating technology specifically designed for filmmakers.
- Creator Adoption: Early feedback from creators using InterPositive’s proprietary tools has shown positive momentum.
- Advertising Suite: The company plans to leverage AI to enhance ad formats and customization, aiming to drive better returns as it targets $3 billion in ad revenue for the year.
Financial Performance and Leadership Changes
The company reported a strong start to 2026, with Q1 revenue reaching $12.25 billion—a 16.2% increase compared to the previous year. Profits saw a significant surge of 83%, totaling $5.28 billion. Netflix concluded 2025 with a total of 325 million paying subscribers and recently implemented a price hike for U.S. plans last month.
Amid these operational shifts, Netflix announced that co-founder and chair Reed Hastings will step down from the board of directors this summer.