In a major strategic shift, Disney+ is gearing up to introduce a new short-form vertical video feature in the United States later this year. This move is designed to directly compete with popular platforms like TikTok and Instagram Reels by keeping users engaged within the Disney ecosystem on a daily basis.
What the New Disney+ Feature Will Offer
The company announced that the upcoming vertical video feed will include a mix of original short-form content created specifically for the platform. Additionally, viewers can expect to see repurposed clips from Disney's enormous content library, which includes classics from Pixar, Marvel, Star Wars, and National Geographic. Highlights from popular TV shows and films will also be edited into bite-sized vertical formats.
All content will be optimized for quick, mobile-first viewing. A company statement explained the rationale: "Disney is bringing vertical video to Disney+ in the U.S. this year, which follows the successful launch of 'Verts' on the ESPN app. The experience will evolve as it expands across news and entertainment and delivers a more personalized, dynamic experience that reinforces Disney+ as a must-visit daily destination."
The Strategy Behind the Move
The ambitious plan was officially unveiled by Disney executives at the company's Tech and Data showcase during CES 2026 in Las Vegas. The core objective is clear: to transform Disney+ from a service people visit occasionally for movies and series into a daily habit for entertainment and news.
Personalisation will be a key pillar of this new feature. The platform's algorithms will tailor the clip feed to individual viewing habits and interests, aiming to show users the most relevant and engaging content. This strategy mirrors the highly addictive, algorithm-driven feeds of social media giants.
Learning from the ESPN 'Verts' Experiment
Disney is not entirely new to the short-form video game. The company has already tested the waters with a feature called "Verts" on the ESPN sports app. That service provided personalised highlights and sports clips in a vertical format, which served as a successful proof of concept.
The new Disney+ feature will take that foundational idea and significantly expand it beyond sports. The scope will now encompass general entertainment, news updates, and fan-focused content. The goal is to replicate the user engagement and 'stickiness' of TikTok and Instagram Reels, but within the curated, premium environment of a subscription streaming service.
This strategic pivot indicates a significant evolution for major streaming platforms, as they look beyond long-form content to capture more of their audience's daily screen time in an increasingly competitive digital landscape.
