Netflix is pushing harder to turn its mobile app into a more active discovery space in Asia Pacific, with vertical video, more personal curation, and a broader gaming push. The company says these updates are aimed at users who now expect faster and more interactive ways to find something to watch.
At the APAC Product Innovation Showcase, Netflix executives framed the changes as part of a wider effort to serve nearly one billion viewers worldwide. Chief Product & Technology Officer Elizabeth Stone said the update includes a redesigned mobile interface, smarter curation, and expansion of digital games.
Vertical clips are moving across the region
The biggest change is coming to mobile, where Netflix is preparing a refreshed app experience for South Korea and Japan starting in July. The feature had already been tested in Australia, New Zealand, the Philippines, India, and Malaysia.
After that first phase, Netflix plans to roll the update out to more Asia Pacific markets, including Indonesia. The core of the change is Clips, a vertical short-video format built for quick browsing during short breaks.
With Clips, viewers can browse video snippets, add titles to their watch list, and share them with friends. The feed is automatically arranged by Netflix’s AI based on each profile’s viewing habits.
Netflix is also testing mood-based Clips curation. That could surface the best moments from reality shows, behind-the-scenes film footage, and highlights from popular podcasts.
More local and personal curation
Beyond short-form video, Netflix is updating its featured catalog pages to make them more relevant in each country. These thematic pages are designed to shift dynamically around major events such as Golden Week in Japan or Diwali in India.
One new category already available is “Based on Your Favorite Books,” which gathers films and series adapted from well-known novels and celebrated literary works.
Netflix is also leaning on a mix of recommendation algorithms and emotional understanding of audience preferences. The same film title can be promoted with different visuals across accounts, making the presentation feel more relevant to each viewer.
Senior Director of Product Merchandising for Netflix Asia Pacific, Eugenie Yeo, emphasized the importance of authentic storytelling. She said the combination of technology and easier navigation should make discovery feel enjoyable, almost like getting a recommendation from a close friend.
KPop Demon Hunters joins Netflix Playground
Netflix is also expanding its gaming push through Netflix Playground, an interactive space designed for children. The move reflects a broader global trend, with more than three billion people actively playing games on their phones.
General Manager of Netflix Games Studio Lisa Burgess said the company’s gaming vision is to add value so members can become part of the story. The newest example is the KPop Demon Hunters game collection, which will arrive in the ecosystem starting June 20.
The collection includes six interactive mini-games for children and families. Among them are Honmoon Beats, which focuses on music rhythm, and DJ Mixer, which lets users experiment with sound effects.
Netflix says all Netflix Playground features are available to subscribers at no extra cost. The company also says the service is ad-free and does not include in-game microtransactions, keeping the experience simple and family-friendly.