Netflix is testing a short-form video feature for mobile to compete for the attention of those spending time on platforms such as TikTok, Instagram Reels and YouTube Shorts. The news came out of the company’s inaugural product and tech event where it also shared plans for an OpenAI-powered search tool that lets users describe their desired content conversationally. Netflix plans to introduce improved real-time recommendations and a redesigned TV homepage, rolling out globally in the coming weeks and months, according to Chief Product Officer Eunice Kim, who presided over the event with Chief Technology Officer Elizabeth Stone.

Netflix’s new vertical video feed for iOS and Android will initially focus on clips from its original content, inviting users to scroll through what are essentially teasers. While doing so, they can tap buttons to jump to the complete program, share it with friends or save it to “My List.”

“Of note is that the clips are curated from the ‘Today’s Top Picks for You’ section rather than being chosen from Netflix’s entire library,” writes TechCrunch, noting that “this approach makes it specifically tailored to each user, ultimately encouraging viewers to watch the full shows.”

Competing streamers Peacock and Tubi have also entered the short-form video field — Tubi with a “Scenes” feature introduced last year, and Peacock with a January announcement of curated vertical feeds highlighting snippets from series, films, news and sports.

Netflix’s new features “will include more visible shortcuts to finding content and real-time recommendations that respond to viewers’ moods and interests,” reports CNBC.

A news post detailing the changes says the company “wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members’ needs, and capable of elevating the most thrilling moments on Netflix.”

The new AI-enabled feature lets users speak their requests in conversational term, saying things like “I want something funny and upbeat” instead of clicking through generic comedy selections. The feature “is first rolling out on iOS in a small opt-in beta, with plans to expand to more devices soon,” explains ZDNet. “Other streaming services and TV operating systems have recently unveiled similar systems.”

“The introduction of this feature comes at a pivotal time, as competition among platforms for viewer attention intensifies,” notes TechCrunch.