Netflix has quietly been overhauling its mobile app, with the most visible changes emerging in the Asia-Pacific region. At its APAC Product Innovation Showcase, the company announced that its refreshed mobile experience will launch in South Korea and Japan in July, following its release in India, Australia, New Zealand, the Philippines, and Malaysia.
Clips: A vertical video feed
The standout addition is Clips, a vertical video feed designed for idle moments like waiting rooms and commutes. Users can scroll through short excerpts from Netflix's library, add titles to their watchlist, or jump directly into a show. The feature mirrors the short-form format popularized by TikTok and Instagram Reels. Netflix is now testing themed Clip collections organized around moods, genres, or specific moments, including reality TV highlights, behind-the-scenes cuts, and podcast snippets.
Expanding into kids gaming and K-Pop
On the gaming front, Netflix Playground—the company's dedicated gaming space for children, which launched in the US, UK, and Canada in April—is expanding internationally. The next major release is a KPop Demon Hunters game collection, arriving June 20. It includes six mini-games tied to the animated musical that garnered over 518 million views in its first six months. The games feature no ads or in-app purchases, bundled into the existing subscription.
Curated and regional browsing
Netflix is also enhancing personalized discovery with themed hubs and regional rows tied to cultural moments, such as Diwali in India or Golden Week in Japan. A 'Watch Your Favourite Books' adaptations hub is already live globally. According to Netflix, a recommendation only works if it feels uniquely tailored to the user.
With Clips, Playground, and curated collections, Netflix aims to be more than just a nighttime viewing platform, positioning itself as a versatile entertainment hub for various moments throughout the day.
