Netflix reiterates not investing in vertical content even with new mobile app on the Rio2C panel

Netflix does not plan to dedicate itself to original productions in the vertical format, despite the recent launch of a new mobile application that includes short clips to present series and films. Essa’s position was clarified by Elisabetta Zenatti, vice president of Conteúdo of Netflix, during his participation in a panel at Rio2C, an event held at Rio of Janeiro. The executive emphasized that, at the moment, the streaming platform’s priority remains on the big screen experience.

The panel, which discussed the future of audiovisual in 2030, brought together important names in the industry, such as representatives from Netflix, Globo and YouTube. Dentro In this context, it was revealed that the use of YouTube on televisions in Brasil has already surpassed the use of the platform on mobile devices, according to data presented by Patricia Muratori, general director of YouTube for América Latina.

Netflix prioritizes television experience

The company maintains the television as a priority space for its content, aiming for the viewer’s complete immersion. Elisabetta Zenatti stated that Netflix does not envisage investing in vertical content in the short term. “At the company we always say that we don’t know the future because we are always changing, but at the moment our focus is to keep people in front of the TV, engaged with long, quality and ambitious narratives that impact society”, declared Zenatti, reinforcing the current strategy. Este positioning directs the platform’s investments towards productions that best adapt to and take advantage of television’s horizontal format. The decision reflects an analysis of consumer behavior and large-scale media consumption trends.

The commitment to the television experience aims to maximize the visual and narrative impact of productions. Embora mobile app has been updated with a short clips functionality designed for content discovery, this addition does not change the strategic direction regarding original production. The integration of new features in the mobile environment serves more as an entry and initial engagement portal for the vast catalog, directing users to the main experience on larger screens. The search for this type of prolonged engagement is one of the pillars of the company’s content strategy.

Long Narrativas maintains audience engagement

Netflix’s strategy focuses on narratives that hold the viewer’s attention for prolonged periods, encouraging discussions and reflections. The executive mentioned the series “Adolescence” as an example of a production that aligns with this vision, generating wide repercussion and social impact. Este type of content is fundamental to the platform, as it encourages dialogue and audience connection with the stories presented. The quality and ambition of the narratives are determining factors for the success and longevity of audience engagement.

Netflix’s priority on long narratives is demonstrated by:

• Foco in quality long narratives.
• Engajamento from the public in front of the TV.
• Busca for ambitious stories.
• Conteúdos with social impact and repercussion.

Esses pillars guide the selection and development of new projects, seeking a differentiator in the streaming market. The company continues to invest in productions that not only entertain, but also provoke discussions and leave a lasting mark on culture. Audience feedback on these productions is constantly monitored to adjust and refine future content strategies.

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Modelo’s “marathon” launch remains on the platform

Netflix maintains its content delivery model that allows users to “marathon” series, making all episodes of a season available at once. Este format, which has become a trademark of the platform, is seen as essential to the focus on screen time and long-form storytelling. Existem has occasional exceptions to this rule, mainly in the case of reality shows, whose episodes are distributed progressively, maintaining expectations and engagement week after week. However, for the vast majority of its comedy and drama series, full release is the preferred approach.

Este release method has been one of the pillars for popularizing on-demand content consumption, allowing viewers to control their own pace. The ability to watch a full story without interruption contributes significantly to user immersion and satisfaction. The flexibility offered by the “marathon” model directly aligns with the Netflix’s value proposition of providing a seamless, high-quality entertainment experience. The company constantly evaluates the impact of this model on consumer behavior and subscriber retention.

The audiovisual scenario at Rio2C and market trends

Rio2C, an innovation and creativity event, served as a stage for important discussions about the future of the audiovisual industry. Realizado in Cidade of Artes, in Rio, the meeting continued until May 31st, bringing together leaders and experts. The participation of executives from giants such as Netflix, Globo and YouTube highlighted the relevance of debates about market directions and the necessary adaptations in the face of new technologies and consumption habits.

The analysis of the current scenario includes data presented by Patricia Muratori, from YouTube, which showed the growing preference of the Brazilian public for consuming content from the platform on televisions, surpassing mobile use. Este data highlights a trend towards larger screen experiences, which converges with Netflix’s focus on TV and long-form narratives. Discussions at Rio2C highlight that, while new mobile features emerge, the big screen remains a central point for in-depth engagement with high-quality audiovisual content.