Vertical video, the endlessly scrollable format popularized by TikTok and embraced by platforms ranging from YouTube and Facebook to ESPN, is now making its way to Disney+. Disney executives revealed the plan during a company-backed advertising event at CES this week, describing the move as part of a broader effort to “evolve the experience over time” and experiment with vertical video across different categories and content types. According to the company, the goal is to build a more personalized and dynamic feed rather than simply copying the short-video formulas seen on social media.
As for what viewers might actually see in a vertical format on Disney+, the scope appears intentionally broad. A Disney executive told Deadline that “everything’s on the table,” including social-style clips, reworked scenes from existing movies and TV shows, and original short-form content created specifically for vertical viewing. This suggests Disney+ is not limiting the idea to promotional material alone, but is instead exploring how its vast content library could be adapted for mobile-first consumption.
Disney EVP Erin Teague emphasized that the company is approaching vertical video with user behavior firmly in mind. Speaking to Deadline, Teague said Disney is focused on integrating vertical video in ways that feel natural to how people already use their devices, rather than delivering a “disjointed, random experience.” That philosophy points to a carefully curated approach, potentially blending entertainment, discovery, and engagement rather than overwhelming users with algorithm-driven clips.
While vertical video has become nearly unavoidable on social platforms over the past five years—with Instagram, YouTube, and Facebook all adopting TikTok-like feeds around 2020—its expansion into traditional streaming services is a more recent development. YouTube Shorts have been available on smart TV apps for some time, and Netflix began testing vertical video features within its mobile app last year, signaling a broader industry shift.
Disney, meanwhile, has already tested the concept within its ecosystem. The company launched “Verts” on the ESPN mobile app in August, offering vertically oriented sports clips optimized for quick viewing. Given that precedent, Disney’s interest in bringing similar ideas to Disney+ is less surprising, though details on implementation remain limited.
Exactly how vertical video will be surfaced inside Disney+ is still unclear, but Teague made it clear that the company sees the format as more than just teasers for full-length content. Instead, Disney views vertical video as a potential way to transform Disney+ into a “must-visit daily destination,” encouraging frequent engagement rather than occasional binge-watching.