Disney is preparing to roll out vertical video content on Disney+ later this year, adopting a format similar to TikTok, YouTube Shorts, and Instagram Reels. The announcement came during Disney’s Tech + Data Showcase at CES 2026, where executives emphasized the company’s goal of encouraging users to access Disney+ daily rather than only when new shows or movies are released. This move reflects Disney’s growing focus on short-form content and personalized engagement as part of its broader streaming strategy.
The initiative builds on earlier experimentation with vertical videos through ESPN’s Verts, which Disney tested last year. These short, vertical clips provided insights into user engagement and viewing habits, informing the current approach planned for Disney+. According to Disney, vertical video on Disney+ will be designed to increase browsing and watching time, keeping audiences engaged for longer sessions and fostering habitual app use. By analyzing viewer behavior from prior tests, Disney aims to create a feed that feels natural within the platform rather than simply adding trailers or promotional content.
Disney executives have stated that the vertical videos will extend beyond previews and marketing snippets, including original short-form programming. While specific content formats are yet to be fully detailed, the company plans to explore new creative directions, including micro-dramas and other emerging formats that have gained traction across social media platforms. Erin Teague, Disney executive, explained that the company is focused on making vertical video an integrated part of the Disney+ experience to ensure users encounter content organically rather than through a separate interface.
The strategy is also aimed at younger viewers, particularly Gen Z and Gen Alpha, who are less likely to consume long-form content on mobile devices. By tailoring vertical video to their preferences, Disney hopes to increase daily engagement, viewing time, and subscriber retention. The platform will feature a personalized feed that evolves over time and spans entertainment, news-style content, and potentially AI-generated clips. Disney recently confirmed that select AI-generated videos created with OpenAI’s Sora may appear on Disney+, though it is not yet clear whether these will be included in the new vertical video feed. Disney joins other streaming platforms, including Netflix, in exploring vertical short-form video to guide users toward longer content and enhance engagement across its ecosystem.
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