Netflix Plans To Add A Vertical Video Feed, Use Ai For Recommendations

Netflix is going to motorboat a TikTok-like vertical video provender wrong its apps this month, and plans to usage AI broadly for contented creation and recommendations, nan institution said connected Thursday.

Netflix has been testing a vertical video provender since past year. The short video characteristic could assistance users pinch discovering video podcasts, on pinch nan existent slate of shows and movies. The institution is besides leaning much into utilizing AI for recommendations aft launching a ChatGPT-powered hunt characteristic past year.

“We person been successful personalization and proposal for 2 decades, but we still spot tremendous room to make it amended by leveraging newer technologies,” Netflix co-CEO Gregory Peters said during nan company’s first-quarter convention call. “Recommendation systems based connected caller exemplary architectures not only amended existent personalization but besides fto america iterate and amended much quickly—adding support for different contented types overmuch much efficiently.”

Co-CEO Ted Sarandos said he sees AI devices improving nan full contented creation process. “In general, we expect GenAI to make contented better; amended tools, amended processes […] It takes a awesome creator to make awesome art, and AI won’t alteration that. But AI will springiness those artists amended devices to bring those visions to life,” he said.

Last month, Netflix bought Ben Affleck’s AI creation institution Interpositive, which Sarandos said, has garnered liking from creators.

“With our acquisition of Interpositive, we deliberation it accelerates our GenAI capacity because it is proprietary exertion created specifically for filmmakers and filmmaking, different from different GenAI video applications. While our ownership of Interpositive is very new, we person generated liking pinch creators who person spent clip pinch nan tools, and we are seeing momentum build astir adoption,” he noted.

Netflix besides mentioned that it wants to usage AI to amended its advertisement suite, and let for caller formats and customization to get amended returns. The institution expects to make advertisement gross of $3 cardinal this year.

Netflix reported gross of $12.25 cardinal successful Q1 2026, up 16.2% year-year-year, and said profit jumped 83% to $5.28 billion. Alongside nan first-quarter results, Netflix said its co-founder and chair, Reed Hastings, is leaving nan company’s committee this summer.

Notably, nan institution hiked subscription prices successful nan U.S. precocious past month, which could person a affirmative effect adjacent quarter. The institution said it ended 2025 pinch 325 cardinal paying subscribers.