Disney+ is preparing to make a major shift in how it presents its catalog: the platform Streaming will incorporate short vertical videos, very similar to those popularized by TikTok, Instagram Reels or YouTube Shorts. The idea is clear: to capture those idle moments when we look at our phones and get the user to enter the app every day, not just when they want to watch a movie or a series.
The company has been hinting at this move for months in various forums and interviews. In the presentations held during the CES of Las Vegas and in his own Global Tech & Data ShowcaseDisney executives have explained that the new format will be launched first in the United States throughout this year and that, over time, the experience will be refined and expanded to more types of content and categories.
A vertical feed for using Disney+ daily
The new feature will be built around a feed of clips in vertical formatdesigned primarily for mobile screens, although Disney has left the door open for it to also be available on televisions, computers and other devicesThe view will be similar to what has already become normal on social media: open the app, swipe and let yourself be carried away by a succession of short videos.
As explained Erin Teague, executive vice president of Product Management at Disney Entertainment and ESPN, the key will be the customizationThe feed will display content based on the user's interests, playback history, and recent behavior, with the goal of providing a personalized experience. dynamic and "snacking" that fits with highly fragmented consumption habits.
Disney insists that these clips are not intended solely as teasers for feature films or long series. The company wants vertical video to be a unique component within the Disney+ experienceIt's not just a promotional showcase. The idea is that users can simply browse a few quick videos without having to commit to a full episode or feature film.
The move responds, in part, to a reality that the house openly acknowledges: Generation Z and Generation Alpha They're not always willing to watch two-and-a-half-hour videos on their phones. They prefer short sessions, a fast format, and navigation based on continuous scrolling—something TikTok has been exploiting with enormous success for years.
What kind of videos will be shown on Disney+ in vertical format?
For now, Disney hasn't detailed the final interface or exactly how the feed will be integrated into the app, but it has been dropping hints about what kind of content could populate that spaceThe company covers virtually the entire spectrum: original short-format programmingreused social media clips, re-edited scenes of existing series or films and pieces specifically designed for vertical consumption.
This means the user could be located from Highlights from Marvel, Star Wars or Pixar productions From news clips and sports segments to short excerpts from programs, specials, documentaries, and even micro-content created specifically for that feed, Disney speaks of a gradual evolution, with the freedom to experiment with different genres and lengths.
Furthermore, the product team emphasizes that “everything is on the table” when deciding how this format will be displayed within the platform. It could be a specific tab, a highly visible section on the home screen, or a space that gains prominence depending on each user's usage. The underlying goal is for Disney+ to become a daily visit destinationbeyond the traditional consumption of episodes and movies.
For the company itself, this feed is also a way to extend the life cycle of its catalog: reuse scenes, remix iconic sequences or adapt parts of their best-known titles into short and easily shareable pieces It allows veteran franchises to stay alive and, at the same time, provides a quick entry point for those who haven't yet ventured into longer content.
From ESPN's "Verts" to the leap to Disney+
Before taking this step in its main service, Disney had already tested the waters of vertical video in another of its key brands. In the app of ESPN the company launched a section called “Verts”, focused on short clips with highlights, sports summaries and small analyses designed to be viewed vertically.
According to internal data that the company has been sharing, user behavior on ESPN confirms that the format fits well with everyday consumption: many fans turn to Verts for viewing quick clips, reviewing a match summary or revisiting specific moments without sitting down to watch a complete match.
That learning will now be transferred to Disney+. Teague and his team have emphasized that the experience with Vertical video on ESPN has been a game-changer when opting for a similar feed on the general entertainment platform. The company believes the model is valid not only for sports, but also for news, entertainment and fiction content.
Disney's plan involves going refining the algorithm and the design As usage grows, the intention is for the feed to feel integrated into the app's ecosystem, not as an isolated feature. The company wants to avoid the "two-in-one" feel and instead offer a seamless experience between short clips and longer content.
In this context, Disney+ joins a trend that already includes other names in the sector. Netflix, for example, is experimenting with its own carousel of vertical clips to promote series and films, while YouTube has made its Shorts a central part of its offering. Disney's move fits into that same strategy of adapting to the habits that have emerged from TikTok's success.
More time spent in the app and more advertising options
In addition to responding to changes in how video is consumed, this shift has a clear business rationale. At a time when subscriber growth has stabilized in many mature markets, streaming platforms are focusing a significant part of their strategy on increase usage time and strengthen their advertising models.
Disney openly acknowledges this: with the expansion of its advertising plans, the company needs the user Use the app more often and stay longer. within it. Vertical video, with its quick but frequent sessions, presents itself as an ideal tool to achieve this and to offer new inventory to advertisers.
In that sense, the group is developing specific metrics such as the so-called “brand impact”Designed to better measure the impact of campaigns that combine brand presence and direct business results, this measurement will cross-reference Disney's own data with third-party information so that marketing teams can more accurately correlate the results. exposure to ads with conversions or sales.
The idea is that if advertisers have a clearer view of which ads work, where, and why, they can better refine their strategies. campaign planningFor Disney, vertical video is a particularly attractive area in this respect, as it allows for agile formats, mobile-optimized creatives and an impact frequency that, if managed well, can be high without being excessively invasive.
This approach aligns with the company's overall commitment to combining entertainment and data: a platform that not only offers content, but also gives business partners more tools to measure the return on their investment, leveraging knowledge of user behavior within the service itself.
A global trend that will also affect Europe
Although Disney's initial announcements have focused on the launch in the United StatesThe market context suggests that the strategy will not stop there. The consumption habits that justify this move—intensive mobile use, preference for short formats, and continuous scrolling—are also widespread in Europe and Spainwhere TikTok, Instagram Reels and YouTube Shorts have gained a massive presence in recent years.
In the European case, the rollout of the vertical feed could arrive somewhat later than in North America, which is common for major platforms when introducing features that depend on rights agreements, local regulations, or technical adjustments. Even so, Disney's discourse on “to make Disney+ a daily destination” And their reference to a global experience suggests that the intention is to extend the format to more territories as it becomes more established.
For Spanish and European users, the arrival of these types of clips could change how the app is used on a daily basis: more short mobile checks on public transport, during brief breaks, or before bed, and not just longer sessions in front of the television. This transition could also influence how new series and films are discovered, with vertical clips acting as a gateway to titles that might have gone unnoticed in the traditional carousel.
In parallel, the rollout of vertical video will force Disney to adapt its relationship with regulators and European regulations on advertising, data protection and content aimed at minorsEspecially if the feed becomes an important tool for reaching children and young people. How to balance these demands with the goal of increasing viewing time will be one of the key points to consider when the feature starts rolling out to more countries.
With the addition of vertical videos, Disney+ definitively joins the race for the format that dominates mobile consumption and seeks to reinforce its role in an increasingly competitive market, where attention span is as valuable as subscribers. The platform wants to evolve from being an app people only use to watch a new episode to becoming a a place to visit daily for short, personalized, and easy-to-consume clipsreplicating TikTok's logic but within its own ecosystem.
