Netflix Enhances Discovery with Vertical Clip Feed... Unveils K-Pop Demon Hunters Game

Vertical Video Feed Coming to Korea and Japan Next Month
Personalized “Content Curation Collection” Also Introduced
First Anniversary of K-Pop Demon Hunters... New Games Added to Kids App

Netflix users will soon be able to enjoy a vertical video feed similar to Instagram Reels or YouTube Shorts. The mobile app user interface (UI) has been improved to help users easily discover content, and a personalized content curation collection service is also being offered. Additionally, to celebrate the first anniversary of the intellectual property (IP) "K-Pop Demon Hunters" (K-Pop Demon Hunters), which became a huge hit last year, a mini-game will be launched.

Vertical video feed 'Clip Video' by Netflix. Provided by Netflix

On June 10, Netflix announced at its online "Product & Technology Innovation" showcase for the Asia-Pacific (APAC) region that "Clip Videos" will be introduced next month in Korea and Japan.

The vertical feed Clip Videos will reduce the hassle of endlessly swiping through feeds to choose content. While watching a Clip Video, users can add content they like to their "My List," share it with friends, or jump directly to the relevant page to play it. The aim is to leverage technology to make entertainment experiences more personalized and immersive.

Elizabeth Stone, Chief Product & Technology Officer (CPTO) at Netflix, said, "We are currently providing the service in Australia, New Zealand, the Philippines, India, and Malaysia, and starting next month, we will expand to more countries in the Asia-Pacific region after Korea and Japan." She added, "Since many users in the Asia-Pacific region enjoy Netflix on their mobile devices, we have high expectations for the response." In particular, she emphasized the importance of being able to search seamlessly, stating, "Through Open Connect, we will offer a reliable and stable experience, and a content experience with greater depth and breadth."

Netflix also announced that it will provide collection pages that showcase tailored content with a focus on personalized experiences. The company explained that, in addition to universal themes, it reflects a variety of contexts, including region-specific cultural moments such as India’s “Diwali” and Japan’s “Golden Week.” Eugenie Yeo, Senior Director of Product Merchandising for Netflix APAC, said, "Even if the content is equally excellent, it is important to introduce it in a way that matches each person's interests. Recommendations only have meaning when users feel the content is truly for them."

'K-Pop Demon Hunters' Game Released on 'Netflix Playground'. Provided by Netflix

As part of its mission to "entertain the world," Netflix is also expanding its gaming service. On June 20, to celebrate the first anniversary of "K-Pop Demon Hunters," six new mini-games will be released on the "Netflix Playground." Since 2021, Netflix has launched more than 100 mobile-focused games. Netflix Playground is a dedicated app for children that was introduced in April. Among the "K-Pop Demon Hunters" related games are "Honmun Beats," where users tap the screen to the beat of their favorite music, and "DJ Mixer," which allows users to enjoy songs by changing the tempo or adding sound effects.

Lisa Burgess, General Manager of Netflix Games Studio, said, "Games are one of the main ways people relax, connect with each other, and experience stories, with more than 3 billion people around the world enjoying them." She continued, "Our goal is to increase the value of the Netflix membership by letting users not only watch stories but also play within those stories themselves." She added, "Netflix has access to a wide range of IPs, and users don’t need to make extra payments to play games. Another strength is that people can play together in the living room without a console device."

This content was produced with the assistance of AI translation services.