Netflix has added a new feature to their iOS app. Starting today, the streaming service is offering 30-second Snapchat-like video trailers. The company has been testing the feature since early March. It rolls out today on iOS, and is “coming soon” to Android devices.
Each preview is about 30 seconds long and presented in a vertical format, so you can watch them without turning your phone. The previews are shown like a slideshow, so if you see something you like, you can tap play or add to your list. If not, you can swipe or tap the screen to advance to the next preview.
The available previews will appear as circular icons on the Netflix app’s main screen. The previews are presented in a vertical format, à la Snapchat and Instagram Stories. (Because turning your phone is just too damn hard.)
Why did Netflix do this?
Last year, we introduced video previews to the TV experience, which brought dynamic and engaging video to the TV interface. Years of testing has made it clear that video previews help our members browse less and discover new content more quickly. With the launch of mobile previews, we are bringing a video browse experience to your mobile phone in a fun and mobile-optimized way.
Mobile previews load very quickly, are personalized to your specific tastes, and are easy to use. We hope you like using this new feature and that mobile previews help you find your next favorite show!
While you watch the trailer, you can tap to play the content being previewed, view more information about the content, or add it to your Watchlist. You can also tap a trailer or swipe across the screen with your finger (or nose, if that’s how you roll), to view the next trailer.
We haven’t seen the new feature yet, despite having the most recent version of the app installed on our iOS devices, indicating it is rolling out across the U.S. So, if you haven’t seen it yet, be patient, you too will soon be able to view video preview without needing to perform the exhausting task of rotating your device.
Netflix surprised Wall Street earlier this week by announcing it had added 7.4 million new subscribers in the January to March period. That gives the popular streaming service a subscriber count of 125 million worldwide.