The news: Netflix has launched Moments, a feature allowing viewers to save and share clips from their favorite shows and films. Initially available on iOS, with Android support coming soon, Moments lets users save memorable scenes to their My Netflix tab, rewatch them, and share them instantly to social media platforms like Instagram, Snapchat, and Facebook.

The posted clips provide a seamless experience for other users, enabling direct access to their own Netflix accounts from the shared content. Netflix has also recruited celebrities like Cardi B to share their own favorite “moments” to focus attention on the feature.

Social sharing and brand advocacy: By simplifying the process of sharing clips, Netflix is encouraging viewers to act as brand advocates, spreading memorable content with friends and followers.