Prime Video is copying Netflix with its own vertical video feed for movies
and shows but the TikTokification of streaming platforms isnt what movie buffs are asking for

Date:
Mon, 11 May 2026 21:00:00 +0000

Description:
Prime Video is rolling out its new Clips vertical video feed for mobile, following Netflix and Disney+.

FULL STORY ======================================================================Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Prime Video is expanding it Clips vertical video feed for mobile It's designed to help you discover new titles, and you can also share them with others Clips is coming to select US users first, with a wider rollout expected for the summer The TikTokification of the best streaming services is officially happening, and Prime Video is
the latest platform to hop on the vertical video feed bandwagon, following suit to Netflix and Disney+ .

Launching to select users in the US on iOS, Android, and Fire tablets first, Clips (which is also the name of Netflix s video feed) is Prime Videos latest viewing experience for mobile, a short-form video feed thats designed to give you recommendations for your next binge watch. Prime Video first rolled out Clips with NBA highlights, and now the platform is expanding it to movies and shows. Just like the algorithm you get with TikTok, your Clips feed uses your viewing history as the basis for offering new entertainment suggestions, putting discovery at the forefront. With the magic of a simple tap, Clips
will open in full-screen mode and from there the scrolling begins. Not only can you view snippets of movies and shows from Prime Videos catalog, you can watch the full thing directly from Clips, rent and buy titles, save to your watchlist, and share with others via messaging platforms or social media. Latest Videos From You may like Netflix Clips is somehow both underpowered
and addictive Google TV will now push vertical YouTube Shorts right on your homescreen The 7 best new movies and shows I streamed on Netflix and more in February

While Clips isnt a completely new feature for Prime Video, its still a huge addition to its mobile app, and one that the streaming giant is very excited about. As a first-stop entertainment destination, Prime Video offers
customers a vast selection of premium content, and we want to make it as easy and seamless as possible for them to discover what's most relevant," said Brian Griffin, director of global application experiences at Prime Video, who added the following:

"Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests. Whether they have a few minutes to scroll or are looking for something to watch when they have more time, entertainment is just a tap away.

At least the platform is hopeful for its new mobile experience, but that
said, it doesnt mean that subscribers are going to embrace another vertical video feed taking over their streaming apps and it all started with Netflix.

Back in May 2025, Netflix announced it was testing vertical video feeds for mobile , not because it wanted to become a social media app, but because short-form video is the most common form of video consumption among viewers today. Just last week the streaming service unveiled its own Clips feed , and not everyone is welcoming it with open arms. Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors By submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.

When you think about it, its quite counterintuitive. Users revert to Netflix and other platforms to lose themselves in the drama of a good movie or show
to escape doomscrolling, and now Netflix is putting that temptation right
back into their hands. As a means of discovery I can see it having its benefits, especially if youre an incredibly indecisive viewer, but at the
same time it unlocks a new lethal rabbit hole for you to fall into one Netflix subscriber on Reddit exasperatedly called to kill it with fire, while others jumped on to voice their dislike for the feature in the same thread .

Amazon has also shared that its already planning to expand Clips, and the video feed will become fully available across these devices later this
summer. Follow TechRadar on Google News and add us as a preferred source to get our expert news, reviews, and opinion in your feeds.



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Link to news story: https://www.techradar.com/streaming/amazon-prime-video/prime-video-is-copying- netflix-with-its-own-vertical-video-feed-for-movies-and-shows-but-the-tiktokif ication-of-streaming-platforms-isnt-what-movie-buffs-are-asking-for


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