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Netflix’s mobile application has expanded its “Moments” feature, allowing users to create and share custom video clips. The update, announced Wednesday, lets viewers select start and end points during playback to capture specific scenes. These clips are stored in the “My Netflix” tab, where they can be rewatched or shared externally.
The company positioned the tool as a way to increase user interaction with its shows and films. Elmar Nubbemeyer, vice president of member product at Netflix, said the update is aimed at giving members “the ability to celebrate and share their favorite stories” while tailoring the experience for mobile devices.
The enhancement coincides with the release of the second part of season two of Wednesday, Netflix’s most-watched show to date. Viral moments from the series, such as the dance scene from its first season, have highlighted the potential for user-driven promotion. Netflix reported the show has reached more than 252 million views.
The new Netflix Clips function builds on last year’s introduction of “Netflix Moments,” which allowed users to save scenes they enjoyed. The update adds a “Clip” button during mobile playback, letting users adjust the length of a selected segment. Clips remain available in the user’s library for repeat viewing or social media sharing.
Netflix stated that thousands of titles have already been bookmarked through the feature. With this update, the platform expects clips to drive more content visibility on external platforms. Analysts note that viral sharing can significantly boost audience engagement and extend the lifespan of popular titles.
This action is part of larger trends in streaming, as companies are more accepting of sharing tools that were initially viewed as potential sources of piracy. According to industry observers, the rewards of viral exposure are now greater than previous fears.
The introduction of the clip feature is representative of Netflix's overall strategy of maximizing interaction with the intensifying competition within the streaming industry. The company has also recently redesigned its mobile homepage to have a TikTok-style vertical feed and is adding other features to personalize the user experience.
These changes are in addition to business initiatives like introducing a cheaper ad-supported subscription option and implementing limitations on password sharing. This set of new features, alongside monetization initiatives, would maintain the growth of subscribers following a slowdown in 2022.
As of January, Netflix claims over 300 million paid subscriptions, but it does not publish subscriber counts publicly anymore. The company is focused on retention and visibility in a saturated streaming environment by enhancing mobility capabilities and promoting user-generated content.
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