TL;DR
Disney+ plans to introduce vertical, short-form video into its app in the U.S. later this year after testing the format in the ESPN app. The company says the new experience could include original shorts, repurposed social clips, or reformatted scenes and aims to be integrated in ways that match user habits rather than feeling tacked on.
What happened
Disney announced that vertical video formats will be added to the Disney+ app in the U.S. this year, expanding beyond its existing Disney, Hulu and ESPN libraries. The move follows an earlier rollout of vertical content in the ESPN app, which Disney says helped it gather user response data. Company product leadership indicates the format could include a mix of original short-form programming, repurposed social clips, or vertical reworks of scenes from longer episodic or feature content. Disney framed the change as an effort to create a more dynamic, personalized daily destination rather than merely using short clips as promotional teasers. The firm also noted the recent licensing deal with OpenAI around Sora as a related development, but described the vertical-video strategy as broader than solely AI-generated material.
Why it matters
- Streaming platforms are increasingly adopting social-style, vertical formats to boost daily user engagement.
- Integrating short-form clips could change how studios package and surface existing film and TV assets.
- Successful integration could make Disney+ a more frequent destination for subscribers beyond scheduled viewing.
- The move signals broader industry pressure to match consumption habits popularized by TikTok, Reels and Shorts.
Key facts
- Disney+ will add vertical video to the app in the United States this year.
- The decision follows a prior rollout of vertical-format content within the ESPN app.
- Disney describes possible content forms as original shorts, repurposed social clips, or refashioned scenes from longer titles.
- Company product executives said they plan to integrate vertical video in ways that feel native to user behavior.
- Disney emphasized the format as an enhancement to the service rather than just promotional teasers for longer programming.
- The official Disney statement described the upcoming experience as evolving toward a more personalized, dynamic daily destination.
- Industry context: aside from limited experiments by other streamers, TV services have largely not embraced vertical video at scale.
What to watch next
- Confirmed: U.S. launch of vertical video on Disney+ sometime this year (as announced).
- not confirmed in the source: Whether Disney+ will roll the vertical format out internationally or on what timeline.
- not confirmed in the source: The exact user-interface placement and how vertical content will be surfaced within the app.
Quick glossary
- Vertical video: Video formatted taller than it is wide, optimized for smartphone screens and portrait viewing.
- Short-form video: Brief video clips, typically under a few minutes, designed for quick consumption and frequent engagement.
- Repurposed content: Existing video material re-edited or reformatted to fit a different presentation style or platform.
- Streaming service: A platform that delivers video or audio content over the internet on demand or via scheduled programming.
Reader FAQ
When will vertical video appear on Disney+?
Disney announced it will debut in the U.S. this year.
What kinds of vertical content will Disney+ run?
Disney said it could include original short-form programming, repurposed social clips, or reformatted scenes from longer titles.
Will the vertical clips be just teasers for full shows and movies?
Disney has stated it views vertical videos as an enhancement to the service rather than merely teasers.
Will the vertical videos be AI-generated?
not confirmed in the source
Apple confirms Chase takeover for Apple Card and reveals new details Chance Miller Jan 7 2026 DISNEY Disney+ announces vertical video is coming to the app soon Ryan Christoffel | Jan…
Sources
- Disney+ announces vertical video is coming to the app soon
- Disney+ Adding Vertical Videos In Push To Boost Daily …
- Disney+ is launching vertical videos this year
- Disney+ to include vertical videos on its app
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