Prime Video is copying Netflix with its own vertical video feed for movies and shows — but the TikTokification of streaming platforms isn’t what movie buffs are asking for
- Prime Video expands its vertical video stream Clips for mobile
- It is designed to help you discover new titles and you can also share them with others
- Clips will first be aimed at select US users, 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 jump on the vertical video streaming bandwagon, following in the footsteps of Netflix and Disney+.
Launching first to select users in the US on iOS, Android, and Fire tablets, Clips (which is also the name of Netflix’s video stream) is Prime Video’s latest viewing experience for mobile, a short-form video stream 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 a basis for coming up with new entertainment suggestions, putting discovery at the forefront. With the magic of a single click, the Clips will open in full screen mode and from there the scrolling will begin. Not only can you view clips of movies and shows from Prime Video’s catalog, but you can also watch in full directly from Clips, rent and buy titles, save them to your watchlist, and share them with others via messaging platforms or social media.
While Clips isn’t a completely new feature for Prime Video, it’s still a huge addition to its mobile app, and one that the streaming giant is excited about. “As a premier entertainment destination, Prime Video offers our customers a huge 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:
“Clips gives customers a whole new way to browse with short, personalized clips 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 at their fingertips.”
At least the platform is hopeful for its new mobile experience, but that said, that doesn’t mean subscribers are going to embrace another vertical video feed taking over from their streaming apps — and it all started with Netflix.
In May 2025, Netflix announced that it was testing vertical video streams 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. Last week, the streaming service unveiled its own Clips stream, and not everyone is welcoming it with open arms.
When you think about it, it’s quite counterintuitive. Users turn to Netflix and other platforms to get lost in the drama of a good movie or show as an escape from doom scrolling, and now Netflix is putting that temptation back in their hands. As a means of discovery, I can see this having its benefits, especially if you’re an incredibly indecisive viewer, but at the same time it opens up a deadly new rabbit hole for you to fall into – one Netflix subscriber on Reddit exasperatedly called for “killing it with fire”, while others jumped at the chance to express their dislike of the feature in the same thread.
Amazon also announced that it is already planning to expand Clips, and the video stream will be fully available on these devices later this summer.
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