Netflix is rolling out a TikTok-style feed and a homepage redesign to help you find your next watch

If you’re a Netflix subscriber who struggles to find your next binge amidst an ever-growing ocean of content, the streamer’s new look might get you excited. A redesigned homepage will bring more granular information to Netflix’s TV app, while a fresh feed of infinitely scrolling vertical videos (hello, TikTok) will dole out recommendations for mobile app users.

Netflix Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone previewed the design update in a presentation uploaded to the Still Watching Netflix YouTube channel. Kim described the new look as a “clean and contemporary design” that will reflect the evolving nature of Netflix’s content offerings.

Individual entries will get more tags, notifying users about shows and movies that have won awards, topped Netflix’s viewership rankings, or recently arrived on the platform. That level of information will be particularly useful for live events, since users will be able to easily discover start times and event updates as they happen.

“Our redesigned TV homepage is simpler, more intuitive and better represents the breadth of entertainment on Netflix today,” Kim said. “It’s better at the most important thing, which is helping our members easily find shows, movies, live events, and games that they’ll love.”

Netflix’s recommendation system has long been lauded for its power, but despite the depth of the platform’s algorithm, many subscribers still struggle to settle on their next watch. The image of a viewer aimlessly scrolling through a litany of uninspiring options has become the stuff of sketch comedy bits

. Kim noted that Netflix responded to feedback by focusing its new design around four principles, which she summed up with the acronym FIRE: Netflix’s new look is meant to be flexible, inclusive, responsive, and elevated.

That sounds good for Netflix’s TV-based consumers, but what about the increasing number of customers who enjoy the subscription service via their mobile devices? That’s where the new TikTok-style feed comes in.

In an endless vertical array, Netflix will show clips from vaunted originals like Bridgerton and Squid Game. In doing so, it will promote its content library to its subscribers, but it will also keep pace with other platforms that dispense short-form film and TV clips. On YouTube Shorts, for example, some of the most popular channels are glorified Squid Game meme accounts. It’s understandable for Netflix to covet a piece of that audience.

Netflix previously took on the likes of TikTok with short-form collections like “Fast Laughs” and “Kids Clips.” It also targeted TikTok communities by distributing documentaries that examine the app’s culture. This effort, however, feels like a more concerted attempt to bring TikTok’s signature layout to Netflix. The streamer needs to keep up as its rivals make deeper inroads among younger generations. An appeal to TikTok-style browsing is part of that plan.

Kim noted that Netflix will start testing its vertical video feed “in the coming weeks.” In the meantime, a full rundown of the coming updates can be found on the Netflix blog.