Disney+ Adds TikTok-Style Vertical Videos as Viewing Habits Shift

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To attract younger audiences, Disney+ is adding short, vertical videos – a popular format seen on platforms like TikTok, Instagram, and YouTube Shorts.

It might seem strange for Disney+, known for movies and shows, to add short-form videos like those found on social media. However, people are watching more and more video content on their TVs. In fact, Google reports that in the U.S., TV viewing now accounts for more YouTube watch time than mobile devices. Disney has definitely taken notice of this trend.

According to Deadline, Erin Teague, a Disney and ESPN executive who previously worked at YouTube, emphasized the importance of reaching audiences on their preferred platforms. She explained that Gen Z and Gen Alpha aren’t typically interested in watching lengthy videos on their phones; they expect content to be accessible and fit their on-the-go lifestyles.

While some film purists might view this as a negative change, Disney considers it a positive opportunity.

From Streaming to Scrolling

Disney revealed plans to start including short, vertical videos – similar to those seen on platforms like TikTok – across its apps. This move comes after a successful trial run with a feature called “Verts” within the ESPN app. Disney believes this format will make its apps, including Disney+, more engaging and encourage people to use them every day.

Disney+ wants to become a daily habit for viewers, rather than just another streaming option. According to Teague, short, easily digestible videos – what she calls “vertical videos” – are perfect for this. These videos won’t be trailers for shows and movies; they’re designed to be enjoyable on their own.

Disney is exploring different ways to use vertical videos, and according to Teague, they’re open to all ideas. This could include creating videos specifically for the format, sharing clips from social media, or even re-editing scenes from their shows and movies. Teague assured viewers that whatever they do, it will be a cohesive and well-planned experience, not just a collection of random clips.

Disney+ is experimenting with vertical videos as part of a broader strategy to keep viewers engaged, using tools like artificial intelligence to do so.

How AI Fits Into Disney’s Engagement Strategy

Last December, Disney announced a $1 billion investment in OpenAI. If Disney’s board approves, they’ll have a three-year agreement allowing people to use OpenAI’s Sora to make videos featuring Disney characters. Disney+ would then showcase some of the best fan-made videos created with Sora.

Although not highlighted during the announcement about short-form videos, these two additions to Disney+ are expected to complement each other. The new video feed will feature content made by users, encouraging them to open the app more frequently.

If Disney’s experiment with short-form videos and artificial intelligence works well, Disney+ could become a go-to platform for Gen Z. But while getting users to visit often might boost daily activity, it also carries the risk of weakening the Disney brand’s overall image. Whether these short videos can create a lasting impact remains to be seen.

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2026-01-15 00:56