Netflix is preparing an app revamp with competition from TikTok, YouTube and Instagram in mind.

TechCrunch reported on Jan. 21 that Netflix plans a full overhaul of its mobile app by the end of 2026 to strengthen a social media-style video experience. Greg Peters (그렉 피터스), Netflix co-CEO, said the overhaul would serve as a foundation for business expansion over the next decade and put short videos and video podcasts at its core.

Netflix plans to integrate a TikTok- and Instagram-style vertical video feed into the app so users can more easily discover shorts content. Peters said it would add new content types to increase time spent in the app, signaling links with video podcasts. Netflix recently released an original video podcast featuring Pete Davidson and Michael Irvin, and plans to bring external podcasts onto the platform through partnerships with Spotify and iHeartMedia.

Netflix's strategy focuses on providing a differentiated content discovery experience rather than simple imitation. Elizabeth Stone (엘리자베스 스톤), CTO, stressed that it was not trying to become TikTok but to strengthen a mobile-first entertainment experience. Ted Sarandos (테드 사란도스), co-CEO, said streaming services are now competing not only with TV but with the entire entertainment industry, citing a trend in which films, sports and social media are converging into one.