Netflix’s “Kids Clips” feature uses an interface similar to TikTok or Instagram Reels to attempt to bring up child-friendly content and is designed to show short clips from its library of children’s content.

But while competing services are primarily formatted for portrait viewing, Kids Clips’ videos are designed to be viewed in landscape, according to the Verge.

Kids Clips joins a similar feature launched by Netflix to promote its comedy content earlier this year, called “Fast Laughs”.

Both features serve a similar purpose: to promote Netflix content using short clips similar to the ones people already watch on social media.

Netflix has cited TikTok as a major competitor in previous revenue reports, suggesting that these features are aimed at stealing time from the service by focusing on shorter content.

However, while competing social networks are criticized for sucking hours of users’ time, according to the sources, Kids Clips limits the number of clips users can watch in a single session to 10 to 20 clips. It sounds like a light-sensitive limitation of the younger audience the feature is designed for.

Kids Clips is launching this week in markets such as the United States, Canada, Australia, Ireland and Spanish-speaking Latin America. It’s unclear if or when the feature might hit Android.