The streaming giant aims to transform its platform into a "daily destination" by adopting the mobile-first format that has reshaped how younger audiences consume content.
Disney+ is preparing to roll out short-form, vertical video content to its U.S. subscribers later this year. Thus, marking a significant strategic shift as the entertainment giant looks to capture the attention of viewers accustomed to the rapid-fire format popularized by TikTok, Instagram Reels, and YouTube Shorts.
The announcement came at Disney's Tech + Data Showcase at CES 2026 in Las Vegas, where executives outlined plans to evolve Disney+ from an on-demand streaming library into something more dynamic and habit-forming.
"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," Disney said in a blog post announcing the initiative.
The move follows the successful launch of "Verts" (short sports highlights and analysis clips on ESPN's revamped app in August 2025), giving Disney valuable insights into how users engage with bite-sized content.
Meeting Younger Audiences Where They Are
For Erin Teague, Executive Vice President of Product Management for Disney Entertainment and ESPN, the decision reflects a clear-eyed assessment of generational viewing habits.
"This is what Gen Z and Gen Alpha are expecting. They are not necessarily thinking about sitting down, watching a long-form, two-and-a-half-hour piece of content on their phones," Teague told Deadline.
The executive emphasized that Disney intends to integrate vertical video thoughtfully into the user experience. "We're obviously thinking about integrating vertical video in ways that are native to core user behaviors. So, it won't be a kind of a disjointed, random experience," Teague explained.
As for what content will populate the new format, Disney indicated the videos could include original short-form programming, repurposed social clips, scenes from TV shows or movies, or a combination of these elements.
A Strategic Imperative
The initiative comes as streaming platforms face mounting pressure to justify subscription costs amid market saturation. With subscriber growth slowing across the industry, services are increasingly turning to advertising revenue, which depends on users visiting more frequently and staying longer.
While streaming services still care about subscriber growth, more of their profit growth now depends on advertising, which requires users to show up more often and stick around longer. Short-form video offers a low-friction path to achieving that goal.
Teague was careful to distinguish Disney's approach from simple content promotion. Disney is not treating its short-form video content as previews for longer shows or movies, but as enhancements to the overall Disney+ experience.
Disney+ is not alone in recognizing the potential of vertical video. Netflix launched a vertical feed last year that lets users scroll through clips from its original titles, though it has primarily used the feature to highlight and promote its long-form catalog.
What sets Disney apart is the depth of its intellectual property. With Marvel, Star Wars, Pixar, Disney Animation, and National Geographic under one roof, the company possesses decades of iconic characters and stories that could be reimagined for the short-form format without starting from scratch.
Looking Ahead
"Over time, we'll evolve the experience as we explore applications for a variety of formats, categories, and content types for a dynamic feed of just what you're interested in—from Sports, News, and Entertainment—refreshed in real time based on your last visit," Teague said during her CES remarks.
Teague, who observed the rise of TikTok and the eventual creation of YouTube Shorts during her tenure at Google, noted that adapting to shifting consumer preferences is essential for survival. "The most important thing is to meet people where they are," she said.
For Disney, that place is increasingly in the palm of viewers' hands, one swipe at a time.
