After rolling out preschool playlists in select markets last month, Netflix launched a new scene-sharing tool globally on iOS yesterday in its latest bid to increase user engagement. 

Moments allows viewers to “bookmark” a specific clip they enjoyed from current licensed titles and Netflix originals, which they can easily rewatch from a dedicated tab or share with friends and family members on platforms like Instagram, WhatsApp, Snapchat and Messenger. (If a licensed title leaves Netflix, its saved Moments will also be removed.)

This strategy leverages word-of-mouth—a longtime strength for Netflix’s programming—and eliminates the need for low-quality screen recordings and other methods that viewers have employed to share buzzworthy scenes with fellow fans. 

Many Netflix titles have benefitted from viral-based boosts on social media, including notable examples like the Wednesday dance sequence and the scene in Stranger Things season four where Max escapes from Vecna.

In its letter to shareholders earlier this month, Netflix explained that growing engagement will be one of its major goals going forward—although these numbers are currently considered “healthy” as the platform is averaging roughly two hours a day per paid membership.

Netflix has been gradually minimizing the emphasis on subscription numbers and setting the stage for engagement becoming one of its key growth metrics instead. The company’s upcoming Q4 2024 financial report will mark the last time it provides scheduled quarterly subscriber counts.

Featured image: Stranger Things (Netflix)