Netflix is launching a new mobile feature that gives subscribers the opportunity to fill the laughter for the night without having to watch an entire TV show or movie.
Fast Laughs, which is currently only available to iOS device owners in select countries, looks and feels like TikTok or Instagram Reels. Various short clips – taken from shows like Big mouth or stand-up specials from comedians like Jerry Seinfeld and Ali Wong – play directly in the Netflix app. If one of the shows, movies or special offers arouses interest, people can add the title to the saved list to watch later.
“We are always looking for new ways to entertain and make discovery easier for members,”
Adding quick laughs makes sense for Netflix, given TikTok’s growth and prominence in the market right now. Netflix’s latest earnings reports have specifically referred to TikTok as a major competitor. It’s not that Netflix and TikTok create the same type of content, but people spend more time on TikTok – and therefore less time on Netflix. Give iPhone users something else to browse on their phones, and make it more time spent on the app by convincing people to get through Big mouth again, is a smart business move.
It also helps Netflix highlight how much content is on the platform. Netflix has invested heavily in stand-up comedy, entered into multipicture deals with comedians such as Adam Sandler and Kevin Hart, and is building a slate of animation. Since there is so much content, much of it can be lost on the platform. This is a way to give subscribers a glimpse of things they may have missed. That’s the key difference between TikTok and Netflix’s Fast Laughs: Netflix is not trying to launch a new platform to offer entertainment, but instead is using a new feature to keep people on their current platform.
To access quick laughs, customers can use the bottom navigation menu to click on the Quick Laughs tab. The company will soon begin testing Fast Laughs on Android devices.