TikTok didn’t just popularise short videos; it rewired how netizens prefer to watch content. Its dominance forced the biggest players to react, leading YouTube to launch Shorts and Instagram to introduce Reels.

With audiences now conditioned to quick, vertical clips, the trend has moved beyond social media. Netflix has stepped in with Clips, a new feature that serves up vertical scenes from movies and series in its catalogue.

By rolling the Reels-style feature out globally, Netflix aims to boost engagement and keep users on its mobile app for longer. With the streamer now embracing short-form viewing, the focus turns to which OTT platform will adopt this format next and how audiences will receive it.

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