Disney Embraces TV's TikTok-ification

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Disney is launching a new short-form video feature called "Verts" on its Disney+ streaming platform. Verts will allow users to scroll through a feed of short clips, similar to TikTok or Instagram Reels, that can drive additional engagement and help users discover new content on Disney+. The move represents Disney's acknowledgment that short-form video has become a dominant media format, even for a company historically focused on big-screen and TV entertainment.

Why it matters

Disney's embrace of short-form video reflects the broader media landscape shift towards bite-sized content that can capture people's attention. By integrating Verts directly into Disney+, the company aims to keep users engaged on its own platform rather than losing them to external social media apps. This strategy could boost watch time, improve content discovery, and strengthen Disney's advertising business.

The details

Verts will be a new section within the Disney+ mobile app, accessible through a dedicated icon. The short-form video feed will feature a variety of content, including trailers, clips, and potentially even user-generated content from Disney fans. As users interact with the Verts feed, the app will learn their preferences and serve more personalized recommendations. Disney believes Verts can drive additional engagement on both Disney+ and ESPN+.

• Disney+ began rolling out the Verts feature to US mobile users in early 2026.

What’s next

Disney plans to continue expanding the Verts feature on Disney+ and explore opportunities to integrate user-generated content and other storytelling formats into the short-form video feed.