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Example of Netflix’s vertical video feed “Clips.” / Netflix

Netflix has announced a new strategy to expand user engagement by combining AI-driven personalized recommendations, short-form content, and gaming services. The company aims to provide experiences that allow users to discover, participate, and even play content.

On June 10, Netflix held the “Product & Technology Innovation Online Showcase” for Asia-Pacific (APAC) media, unveiling plans to revamp mobile experiences, enhance content discovery, and expand its gaming business.

Elizabeth Stone, Netflix’s Chief Product and Technology Officer, stated, “The future of entertainment will be more personalized, immersive, and interactive. Our goal is to provide members with experiences that are meaningful and deeply engaging.”

Netflix will introduce vertical video feeds called “Clips” in Korea and Japan this July. Clips will feature highlights from movies, series, live content, WWE, podcasts, and more, allowing users to watch short videos and then move to the full title page or add it to their list.

Stone added, “We are already offering this experience in India, Australia, New Zealand, the Philippines, and Malaysia. Starting in July, members in Korea and Japan will see new homepages, navigation, and Clips. This change is especially meaningful in APAC, where mobile usage is high.”

Content recommendations will also be upgraded. Netflix plans to offer curated collections based on user preferences, expand interactive recommendations, and introduce voice search. Eugene Yeo, Senior Director of APAC Product Merchandising, explained, “Our goal is to help members find content they’ll love as quickly as possible. We personalize images, trailers, and descriptions to resonate with each member.”

Netflix is expanding its use of AI. The company has long applied AI and machine learning across its services, and now uses generative AI to deepen content understanding. Stone said, “This quarter, generative AI-based content analysis has allowed us to better understand our catalog and predict what members will enjoy. AI will also support creators with better storytelling tools.”

The company also revealed its gaming expansion strategy. Lisa Burgess, Head of Netflix Games Studio, emphasized, “Netflix has the advantage of globally loved IP and a subscription model. We want to build an ecosystem where discovering and playing games happens within one service.” Netflix will strengthen its kids’ gaming business through a dedicated app, “Netflix Playground.”

Industry observers interpret these initiatives as more than a UI overhaul, but as a strategic response to changing content consumption habits. The introduction of Clips is seen as Netflix’s move to bring TikTok- and YouTube Shorts-style discovery into its own platform. One industry source noted, “Analyzing user preferences to recommend tailored content, then connecting viewing to gaming and further consumption, will be key to Netflix’s evolution into a comprehensive entertainment platform.”

                                                                                                               Kim Min-ju