In a strategic move to transform Disney+ from a destination for long-form viewing into a platform users check every day, the streaming service plans to introduce vertical video format later this year. The announcement came during Disney’s Tech + Data Showcase at CES in Las Vegas on January 7, 2026, where the company outlined several innovations focused on advertising and user engagement.
Disney+ currently ranks among the top subscription-based streamers in terms of overall subscribers and content library strength. However, it trails competitors in daily user interaction time, as many viewers turn to the platform primarily for movies, series, or special events rather than routine browsing. Vertical videos—short, portrait-oriented clips optimized for mobile scrolling—represent a direct response to this challenge. The format has already proven successful on platforms like TikTok and Instagram Reels, capturing the attention of younger demographics who prefer quick, snackable content over extended sessions.
The initiative builds on Disney’s earlier experimentation with “Verts,” the vertical video feature integrated into the revamped ESPN app following its launch in August of the previous year. Lessons from that rollout highlighted the appeal of bite-sized experiences for building daily habits. Executives emphasized that vertical content on Disney+ will evolve gradually, starting with a personalized and dynamic feed. Plans include expanding into news and entertainment categories, potentially incorporating original short-form programming, repurposed clips from social media, edited scenes from existing episodic series or films, or a mix of these approaches.
The goal centers on aligning the feature with natural user behaviors, ensuring a seamless and native integration rather than a bolted-on addition. By meeting audiences in the environments they already frequent—often on phones during brief moments throughout the day—Disney aims to increase habitual visits to the app. This shift reflects broader industry recognition that younger generations, including Gen Z and Gen Alpha, expect content tailored to mobile-first consumption rather than traditional sit-down viewing of full-length features.
The announcement formed part of a larger set of advertising-focused updates unveiled at the showcase. Disney introduced a new “brand impact” metric designed to demonstrate the combined effects of brand-building and performance-driven advertising. This tool draws on third-party measurement data alongside Disney’s proprietary first-party insights, providing marketers with clearer connections between ad exposure and tangible outcomes. Executives described it as a bridge that helps clarify not only what drives results but also how various campaign elements contribute to overall success.
Additionally, the company revealed a video generation tool that enables advertisers to produce high-quality commercials optimized for connected TV using their existing assets and creative guidelines. These enhancements underscore Disney’s emphasis on leveraging technology to strengthen its advertising ecosystem while maintaining the premium storytelling that defines its brands.
Live programming, particularly sports through ESPN, remains a cornerstone of the strategy. The company highlighted ESPN’s dominant position in live sports viewing, capturing a significant share of the market in 2025. This strength extends to major events, where sports impressions often dominate the cultural landscape. Such content creates unique opportunities for brands to engage audiences in real time, reinforcing the value of Disney’s portfolio in a fragmented media environment.
These developments arrive as the streaming landscape continues to evolve, with platforms competing not just on content depth but on frequency of use and advertising effectiveness. By embracing vertical video, Disney+ positions itself to capture more daily attention, potentially turning occasional viewers into regular ones. The phased rollout promises to adapt based on user response, ensuring the feature enhances rather than disrupts the overall experience. As the year progresses, the addition could mark a pivotal step in making Disney+ an indispensable part of everyday digital routines.
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