In a major strategic shift, Disney+ is set to transform from a hub for long-form movies and series into a high-engagement platform for quick content. The streaming giant announced at the CES Tech + Data Showcase that it will integrate a vertical video feed later this year, directly taking on popular short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts.
The Strategy Behind the Vertical Move
This initiative follows the successful launch of "Verts" on the ESPN app in August last year. According to a report by Deadline, Disney executives have a clear goal: to turn Disney+ into a "must-visit daily destination" for users. They plan to achieve this by offering a personalised feed of short-form videos covering news, sports, and entertainment.
In an official statement, Disney said it would "look to evolve the experience over time" and "explore its use in a variety of ways across categories, and content types, for a personalized and dynamic feed." The ultimate aim is to make the platform an essential daily stop for viewers.
What Will the New Feed Include?
Erin Teague, Executive Vice President of Product Management for Disney Entertainment and ESPN, emphasised that "everything's on the table" regarding how vertical video will be delivered. She assured that the integration would feel native and not disjointed for users.
The new vertical video feed on Disney+ is expected to feature a mix of content, including:
- Original short-form programming made specifically for the vertical format.
- Repurposed social media clips from Disney's enormous content library.
- Refashioned and repackaged scenes from existing TV shows and movies.
Leveraging Live Sports for Dominance
Disney plans to heavily leverage its strength in live sports to boost this vertical expansion. Rita Ferro, Disney's global advertising chief, highlighted the company's dominance, noting that the closest competitor had only 20% of the viewership share.
"96% of the impressions that took place on Christmas Day happened in sports," Ferro stated, pointing to a cultural phenomenon that is growing increasingly interesting for brands and content distribution. This sports focus is expected to be a key differentiator for Disney+'s short-form feed, attracting both viewers and advertisers.
This bold move signals Disney's recognition of changing viewer habits and its determination to capture a larger share of the high-engagement, short-form video market. By blending its iconic entertainment and sports content with a TikTok-like experience, Disney+ is positioning itself for the next phase of the streaming wars.
