Netflix announced that it will launch a TikTok-style vertical video feed in its apps in April. The streaming service also plans to massively implement AI for content creation and personalized recommendations.
Netflix announced that it will launch a TikTok-style vertical video feed in its apps in April. The streaming service also plans to massively implement AI for content creation and personalized recommendations.
Netflix has been testing a vertical video feed since last year. The short-form video feature is intended to help users discover video podcasts alongside their current lineup of shows and movies. The company is also making a bigger bet on using AI for recommendations after launching a ChatGPT-powered search feature last year, TechCrunch reports .
“We’ve been in the personalization and recommendations space for two decades, but we still see huge potential for improvement through the use of new technologies,” said Netflix co-CEO Gregory Peters. “Recommendation systems based on new model architectures not only improve current personalization, but also allow us to iterate and implement changes faster — adding support for different types of content much more efficiently.”
Co-CEO Ted Sarandos said he sees AI tools as having the potential to improve the entire content creation process. “Overall, we expect generative AI to make content better through better tools and processes. It takes a great artist to make great art, and AI won’t change that. But it will give those artists a better opportunity to bring their vision to life,” he said.
Netflix also mentioned that it aims to use AI to improve its ad suite, introduce new formats, and personalization to increase profitability. The company expects to generate $3 billion in ad revenue this year.
The company reported revenue of $12.25 billion for the first quarter of 2026, up 16.2% year-over-year. It also said that profit jumped 83% to $5.28 billion.
Along with the quarterly results, Netflix announced that its co-founder and chairman, Reed Hastings, will leave the company's board of directors this summer.
