Disney is preparing to introduce vertical video content on Disney+ later this year, similar to the likes of TikTok, YouTube Shorts, and Instagram Reels.
The company announced the move during its Tech + Data Showcase at CES 2026, where executives said the goal is to encourage users to open Disney+ daily rather than only when new shows or movies are released.
This is not Disney’s first test of short vertical video. The company experimented with the format last year through Verts on the ESPN app, using short vertical clips to measure user engagement. According to Disney, insights from that trial helped shape the approach now planned for Disney+.
The vertical videos on Disney+ are designed to keep users browsing and watching for longer periods, increasing overall time spent in the app.
Disney executive Erin Teague told Deadline that the vertical video strategy goes beyond simple trailers or promotional snippets. Disney+ plans to include a wide range of content, including original short-form programming, although specific formats have not yet been announced.
The approach leaves room for emerging formats such as micro-dramas, which have gained traction across social platforms over the past year. Teague said the company is focused on making the experience feel integrated and natural rather than added on as a separate feature.
Disney is using vertical video as a way to better match how people already use their phones. Younger audiences, particularly Gen Z and Gen Alpha, are less likely to watch long-form content on small screens. Disney sees vertical video as a way to meet those users where they are.
The company said the feed will be personalized and designed to evolve, spanning both entertainment and news-style content. The broader aim is to make Disney+ a habitual destination, increasing discovery, longer viewing sessions, and subscriber retention.
Disney+ is not alone in pursuing this strategy. Netflix has also been testing a vertical video feed that highlights clips from its shows and films to guide viewers into full-length content.
Disney has also increased its focus on artificial intelligence. The company recently confirmed that select AI-generated clips created with OpenAI’s Sora may appear on Disney+. However, Disney has not said whether AI-generated videos will be included in the new vertical feed.
