These video previews will be mobile-optimized and shown in Snapchat stories-like vertical format. It will be rolling out to all Netflix users in coming months, starting with iOS app and then on Android.
Netflix said it will start featuring trailers of new titles, available through a dedicated row on the app home screen. These trailers will be personalized based on the user’s viewing history.
Each of the previews also provides an option for users to view the show or movie description, add it to their wishlist or even start watching it right away by tapping on the play button.
“The Netflix mobile team has been working on developing this feature for close to a year. We did rounds of testing to better understand what type of video is most compelling and useful for the smartphone experience – where there is less space than a TV screen and members tend to be juggling more tasks” the company said in a statement.
This move comes as Netflix doubles down on producing original shows for its subscribers. The company has outlined a massive $8 billion budget for content in 2018 and plans to create 700 original television series and movies this year.
This was Netflix’s largest quarter in terms of net additions, surpassing 7 million subscriber additions it registered in the fourth quarter of 2016. The company had attributed this growth to its original content slate and the ongoing global adoption of online content.