The previews will appear as round icons on the home screen below a carousel showcasing the latest Netflix content available. Users tap on the icons to watch the previews and can swipe across them to see more. Netflix will debut up to 75 of its custom-crop previews for both original and licensed content when the feature goes live in April.
A similar preview feature has been part of Netflix's TV interface for a few years now, but this will be the first time the company has used a vertical viewing format within its mobile apps. Some subscribers who signed up to the "Test Participation" feature in their Netflix.com account settings may already see the previews in the iPhone app.
Netflix said approximately 20 percent of all viewing happens on a mobile device, which is why the company has been working on several improvements to its mobile offering, including the recent launch of mobile downloads and codec optimization to enable higher-resolution viewing over as little as 200kbps bandwidth.