Netflix to Redesign App to Rival TikTok and YouTube

Netflix is preparing a major overhaul of its mobile application, aiming to secure a stronger foothold in an entertainment landscape increasingly dominated by social media giants like TikTok, Instagram, and YouTube. The streaming service announced the upcoming redesign during its fourth-quarter earnings call this Tuesday.

Scheduled for a 2026 rollout, the update is designed to support the company’s long-term business growth. Co-CEO Greg Peters described the redesign as a flexible foundation that will allow the platform to continuously “iterate, test, evolve, and improve” its user experience over the coming decade.

Prioritizing Vertical Video and Podcasts

The core of this transformation involves a deeper integration of vertical video feeds. Netflix has been testing this format since May, offering users a swipeable interface for short clips from its library, mirroring the style popularized by short-form video apps.

The company plans to leverage this feed to promote its expanding catalog of original video podcasts, a strategic pivot into a market where YouTube currently holds significant influence. Recent developments in this space include:

• The debut of original video podcasts featuring personalities like Pete Davidson and Michael Irvin.
• Strategic partnerships with platforms such as Spotify and iHeartMedia to integrate established podcast libraries.
• The use of vertical clips as a primary tool to drive engagement and increase total time spent within the app.

A Broader Battle for Attention

During the call, co-CEO Ted Sarandos highlighted that the streaming industry has moved beyond traditional platform-versus-platform rivalry. According to Sarandos, the competition now spans the entire entertainment spectrum.

“There’s never been more competition for creators, for consumer attention, for advertising and subscription dollars, the competitive lines around TV consumption are already blurring,” Sarandos noted. He pointed out that platforms like YouTube now host major events like the NFL and the Oscars, while companies like Apple are actively competing for prestige awards.

The company also signaled a potential shift in its distribution philosophy. Sarandos discussed an evolving film strategy and an openness to hybrid distribution models, particularly as Netflix prepares for its acquisition of Warner Bros. and navigates a market where the distinctions between cinema, streaming, and social media content are fading.

Financial Milestones

The planned redesign follows a period of robust growth for the streaming giant. In 2025, Netflix reported $45.2 billion in revenue, with its advertising segment contributing over $1.5 billion. By the end of the fourth quarter, the platform officially surpassed 325 million paid subscribers.