Netflix is launching a new mobile feature that gives subscribers to watch short clips without having to watch a whole TV show or movie.
Fast Laughs, currently only available for iOS device owners in select countries, looks and feels something in similar to TikTok or Instagram Reels. Different short clips — taken from shows like Big Mouth or stand-up specials from comedians like Jerry Seinfeld and Ali Wong — play directly within the Netflix app. If one of the shows, films, or specials sparks interest, people can add said title to their saved list to watch later.
The launch of Fast Laughs makes sense for Netflix, considering the growth and prominence of TikTok in the market right now. Netflix’s last few earnings reports have specifically referenced TikTok as a major competitor.
Comparatively, Netflix and TikTok does not make the same type of content, but people are spending more time on TikTok. Giving iPhone users something else to scroll through on their phones, and turning that into more time spent on the app by convincing people to make their way through Big Mouth again, is a smart business move.
On top of that, it also helps Netflix highlight just how much content is on the platform. Netflix has invested heavily in stand-up comedy, struck multipicture deals with comedians like Adam Sandler and Kevin Hart, and is building up its slate of animation.
Since there’s so much content, a lot of it can get lost on the platform. This is one way to give subscribers a tiny glimpse of things they may have missed. That’s the key difference between TikTok and Netflix’s Fast Laughs: Netflix isn’t trying to launch a new platform to provide entertainment, but instead use a new feature to keep people on its current platform.
To access Fast Laughs, customers can use the bottom navigation menu to click on the Fast Laughs tab. The company will start testing Fast Laughs on Android devices soon.