Disney+ is launching Verts, a new short-form vertical video feed on its mobile app, to U.S. users. The feature, similar to TikTok, showcases clips from its catalog to boost engagement and help users discover new shows and movies to watch.
The company plans to eventually expand Verts to include creator content and other formats, powered by a personalized recommendation algorithm. This move follows similar efforts by competitors like Netflix, aiming to attract mobile-first viewers accustomed to short-form video.
The main topics covered are the launch and features of Disney+'s Verts, its strategic goals for user engagement and discovery, and the broader industry trend of streaming services adopting short-form vertical video.
Disney+ is starting to roll out Verts, its new short-form video feed, to U.S. users on its mobile app. First announced in January, the TikTok-like Verts feed features scenes and moments from movies and TV shows on Disney+.
Following the success of TikTok and Instagram Reels, Verts is designed to boost daily engagement and reach mobile-first viewers, all while increasing discovery across Disney+’s catalog.
Users will be able to access the feed through a new icon in the app’s navigation bar. As users swipe through the feed, they can add shows to their watchlist or jump directly into the show or movie.
“With the latest streaming hits and an incredible catalog spanning more than 100 years of storytelling, we’re making it easier for fans to discover what to watch next,” the company wrote in a blog post. “Verts offers a fun, fast way to explore that catalog right from the moment users open the app. It brings the magic of Disney’s storytelling into a format that feels modern, engaging, and tailor-made for how fans already enjoy discovering video on mobile devices.”
While Verts is starting as a way to showcase clips from content on Disney+, the company says it will eventually feature “content from creators that reflects our fandoms, plus other storytelling formats, content types, and personalized experiences.”
Disney says early testing in August on both Disney+ and ESPN showed that Verts drove additional engagement. The company believes this engagement can be attributed to its “advanced algorithm” that powers the recommendation engine for Verts, making content personalized to each user. Disney’s investment in the algorithm for Verts makes sense, as TikTok’s success can be attributed to the effectiveness of its recommendation algorithm.
Disney+ isn’t the first streamer to explore vertical video, as Netflix launched a vertical feed last year that lets users scroll through clips from its original titles.
By introducing short-form video content, Disney+ and Netflix are targeting younger users who are accustomed to watching quick clips on their phones rather than long-form content like TV shows and movies. If they can capture a user’s interest, there’s a chance that they will go on to watch the full TV show or movie that initially hooked them.
Meridiano
