Netflix is set to introduce a vertical video feed similar to TikTok on its apps this month, as part of a broader push to enhance its artificial intelligence technologies across recommendation systems, content creation, and advertising.
The streaming service has been testing the short-form vertical video feature since last year, aiming to help users explore video podcasts and other content in addition to its extensive library of shows and movies.
During Netflix’s first-quarter earnings call, Co-chief executive Gregory Peters highlighted the company’s focus on enhancing personalization and recommendations through advanced AI models, enabling quicker iterations and more efficient support for various content formats.
Co-chief executive Ted Sarandos emphasized the role of generative AI in enhancing content creation processes while underscoring the continued importance of skilled artists. Netflix recently acquired filmmaker Ben Affleck’s AI filmmaking company Interpositive, a move aimed at providing filmmakers with specialized technology separate from generic AI video tools.
Netflix plans to leverage AI to enhance its advertising offerings, introducing new ad formats and increased customization. The company anticipates generating $3 billion in advertising revenue this year.
In the first quarter of 2026, Netflix reported revenue of $12.25 billion, marking a 16.2% increase year-on-year, with profits soaring by 83% to $5.28 billion. As of the end of 2025, Netflix boasted 325 million paying subscribers.
