Netflix is doubling down on vertical video, launching an entirely new feature on mobile phones called “Clips” that is meant to drive both engagement and discovery for its users.

Vertical video is not new to Netflix. It launched Previews in 2018, and then Fast Laughs in 2021, but Clips is a significant expansion of that concept, encompassing all genres and with a heavy focus on personalization, more akin to TikTok or YouTube Shorts than what came before.

At launch it will include clips from Netflix’s library and some new programming, with a regular cadence of clips expected to be added on a regular basis. Eventually clips from podcasts and live events will be added to the Clips feature as well. There will also be themed collections based on genres and formats.

The personalized algorithm means that two users who enjoyed the same film or show could end up seeing very different clips.

Of course, Netflix isn’t TikTok, and it isn’t trying to be. The goal with Clips is ultimately to get people to watch a film or TV show on Netflix, most likely on their TV screen. But with people choosing to watch vertical videos on their phones while on the go, Netflix needs to scratch that itch too.

And because it’s Netflix, you know that they won’t stop anytime soon, there will always be more to come.

“Mobile is an important part of how Netflix members stay connected to the entertainment they love. With our enhanced navigation and Clips, our new vertical video feed, we’re building on past learnings to deliver an experience designed for the way members want to enjoy Netflix on their phones: for the moments in between, to discover a new title, or a quick laugh,” said Elizabeth Stone, Netflix’s chief product and technology officer. “Our vision is to make our mobile experience as entertaining as what you watch, delivering increasingly personalized, immersive experiences for any mood or moment. This is just the beginning.”

Vertical video has become a top priority for premium streamers, cognizant of the rapid growth of platforms like Reels and TikTok. Disney+ launched vertical video on its platform last month (they call them “Verts”), and left the door open to possibly adding genre creator content down the line.

And Peacock is launching live vertical video NBA and sports coverage, and bringing on an AI avatar of Andy Cohen to guide Bravo viewers through the tribulations of that brand’s shows.