The Vertical Content Shift

Entering the Short form Arena
In early May 2025, Netflix rolled out a TikTok style vertical video feed for iOS and Android, complete with clip playing, “My List” saves, sharing buttons, and one tap viewing, curated based on users’ top picks. This follows earlier experiments like “Fast Laughs” (2021) and kids focused clips.

UI & AI driven Discovery
Alongside the vertical feed, Netflix introduced a major UI revamp across TV and mobile, featuring a sleek new homepage, prominent metadata, and AI powered search using natural language queries (e.g., “I want something funny and upbeat”). Hence the vertical scrolling makes browsing feel intuitive and social media native.

Screen shot of the Netflix homepage, the titles from left to right are Black Mirror, YOU, Outer Banks.

New Netflix feed page.

Business & Audience Strategy

Retention & acquisition: With competition from TikTok, YouTube Shorts, and Reels, bite sized content helps keep users engaged in short bursts, perfect for mobile use.

Targeting Gen Z: Short form content is especially effective in capturing younger audiences who prefer mobile first, quick consumption formats.

Ad & creator opportunities: Analysts suggest Netflix might pursue “high value short form” content and sign creators off platform, potentially hedging into creator partnerships and ads.

Channel 4’s New Digital Channel: “A Comedy Thing”

Launching on YouTube & Social
In July 2025, Channel 4 launched A Comedy Thing by Channel 4, a fully digital comedy channel exclusively on YouTube and social media (TikTok, Instagram), offering weekly 20–30 minute episodes plus bite sized clip.

  1. Part of the “Fast Forward” Digital‑First Plan
    The initiative is core to Channel 4’s “Fast Forward” strategy, aiming to pivot from traditional broadcasting to digital first by 2030.
  2. Reaching Gen Z Where They Are
    Channel 4 has been aggressively expanding into digital spaces, starting with TikTok (2021), YouTube (2022), Snapchat, and recently Spotify video podcasts, boosting youth reach and social engagement.
  3. Monetisation & IP Strategy
    Beyond audience reach, Channel 4 aims to diversify revenue: leveraging in house studios, improved IP ownership, ad targeting through data partnerships (e.g., Boots loyalty), and tailored digital ad formats.
Channel 4 Fast Forward Logo. White capitalised writing with a green arrow after the word 'fast'.

Fast Forward Channel 4 Logo.

What It All Means

For audiences, both services are following where users live on mobile, social, and streaming platforms and optimising for bite sized engagement that fits modern consumption habits.

For creators, Netflix and Channel 4 are opening new doors whether that’s exclusive clips, short form series, or digital sketch shows complete with platform partnerships and new monetization models.

For the industry, this marks a broader pivot: linear and long form TV are no longer the only game; instead, success lies in mobile‑first distribution, platform native formats, data driven ads, and flexible IP models.

Final Thought

Legacy giants like Netflix and Channel 4 are not just dipping toes, they’re diving headfirst into vertical, mobile first, social native video. Whether it’s Hollywood scale short clips or edgy Gen Z comedy on YouTube, both are embracing format and platform evolution to stay relevant in the attention economy. The result? A media landscape where mobile first is no longer optional, it’s imperative. Want to find out how we fit into this? Get in contact now.