This week, Netflix’s iOS app has decided to show excerpts from its Children’s Content Library, and has begun testing a new feed for kids, reports say. This feature is largely an attempt to show child-friendly content.
It uses an interface similar to that of TikTok and Instagram Reels, but competing services such as TikTok and Instagram Reels are primarily designed to be viewed as Portrait, while Kids Clips videos are designed to be viewed as Landscape.
Kids Clips earlier this year joined a similar feature called “Fast Laughs” launched by Netflix to promote its comedy content. Both of these features have a similar purpose: to promote Netflix’s content using short clips similar to what users are already watching on social media. The Kids Clips Interface Screenshot shared by Bloomberg also shows a shortcut to add to a Watch Later list.
Netflix has cited TikTok as one of its main competitors in past earnings reports, suggesting that these features focus on short-form content that allows users to spend more time on Netflix.
However, competing social networking sites have been criticized for spending hours of idle time, with Bloomberg News reporting that Kids Clips limits the number of clips a user can watch to 10 to 20 at a time.
Kids Clips will be launched this week in the United States, Canada, Australia, Ireland and Spanish-speaking Latin America. No announcement has yet been made as to whether this feature will be available on Android and when it will be available.