Streaming is still trying to be TikTok

Streaming services are adding swipeable feeds of short videos to their mobile apps in an effort to compete for viewers’ attention and make subscriptions feel more valuable. The strategy echoes TikTok and YouTube, but it remains unclear whether these feeds bring people back to streaming apps or help retain subscribers.

Disney Plus, Paramount Plus, Netflix and HBO Max have introduced clips feeds. Disney said 43 per cent of its mobile users had interacted with its Verts feed by October, while Verts accounted for 65 per cent of user-initiated short-video starts in the ESPN app; the company has not said whether this leads to more viewing or longer subscriptions. YouTube reached a record 15.8 per cent of US television-set viewing in August, and Disney and Paramount are also exploring creator-made videos to broaden their feeds.