Netflix is experimenting with a TikTok-inspired, child-friendly feed.
Title: Netflix's New "Kids Clips" Takes a Page from TikTok's Storytelling Strategy
In the never-ending battle to grab the attention of digital natives, Netflix is set to test a fresh feature, aimed squarely at its younger viewers. Starting this week, the streaming service will introduce a TikTok-inspired short video feed for kids, dubbed "Kids Clips," available on the iOS app.
Similar to the fast-paced comedy content of "Fast Laughs," which Netflix debuted earlier this year, "Kids Clips" mimics a highlight reel for its children's programming. With competition heating up between streaming giants and social media platforms like TikTok, this new feature showcases Netflix's commitment to staying relevant. The news of the new feed first surfaced when iOS developer Steve Moser spotted it hidden within the code, subsequently sharing the information with Bloomberg News.
Starting this week, the feature will be rolled out for US-based and Spanish-speaking Latin American users, as well as key markets in Canada, Australia, and Ireland. Unlike Fast Laughs, which emulates TikTok's vertical feed, Kids Clips will be a horizontal feed, requiring users to switch their phones to landscape mode for optimal scrolling experience. Additionally, videos on Kids Clips will fill the entire screen, and users will only be able to watch 10 to 20 clips at a time, presumably to minimize screen-addiction concerns. The clips will be extracted from longer Netflix shows and movies, not short-form exclusives.
In a recent letter to shareholders, Netflix acknowledged the growing influence of TikTok, stating, "TikTok's growth is astounding... showing the fluidity of internet entertainment." As TikTok's snackable content entices users to stay engaged for longer periods, Netflix is experimenting with innovative methods to deliver content on mobile devices to maintain user interest. In addition to the new short video feeds, the platform has also been trying out an algorithmically selected instant-stream shuffle feature called "Play Something."
Compared to the content on TikTok, Netflix Kids offers more educative and structured clips, often revolving around associated characters and catchy tunes[1][3]. While TikTok's content typically caters to a wider age group of children, Netflix Kids primarily focuses on pre-K to fourth-graders[1].
In an era of rapid technological advancement, it's fascinating to witness the strategies employed by industry leaders like Netflix in an attempt to stay competitive. By borrowing elements from the success of TikTok, Netflix demonstrates its adaptability and commitment to creating an engaging experience for its users, regardless of age.
- With the likelihood of maintaining user engagement on mobile devices being a priority, Netflix has taken cues from TikTok's storytelling strategy and will introduce a TikTok-inspired short video feed for kids, called "Kids Clips."
- As part of its effort to stay relevant in the face of stiff competition from streaming giants and social media platforms like TikTok, Netflix will test a new feature called "Kids Clips," similar to its comedy content "Fast Laughs."
- In an effort to differentiate Kids Clips from Fast Laughs, the former will be a horizontal feed, requiring users to switch their phones to landscape mode, while videos will fill the entire screen and users can only view 10 to 20 clips at a time.
- In the future, as technological advancements continue to shape the entertainment landscape, industry leaders like Netflix will continue to cite the success of platforms like TikTok and experiment with innovative strategies to create an engaging experience for their users.
