Netflix is launching a TikTok-like video feed in its apps later this month, along with AI-powered content recommendations.
According to TechCrunch, Netflix has been testing vertical video feeds since the middle of last year. The feature aims to help users discover video podcasts, as well as its current catalogue of shows and movies. The company is also planning to lean more into using AI recommendations since launching a ChatGPT-based search feature last year.
According to Netflix co-CEO Gregory Peters, during the company’s first-quarter conference call, Netflix’s primary goal has always been personalization, adding that new technology can improve personalization and the rate at which it can be improved.
Cementing this push towards AI, Netflix bought Interpositive, Ben Affleck’s AI creation company. On top of that, Netflix also said that it wants to improve its ad suite using AI, allowing for customization and new advertising formats which can generate better returns for advertisers and Netflix.
How these returns will affect customers is yet to be seen, as Netflix reported a 16.2 per cent increase in Q1 2026, with a revenue of US$12.25 billion (roughly C$16.75 billion). However, part of that comes from subscription price increases last month.
Source: TechCrunch
