Disney+ has launched "Verts," a new TikTok-style short-form video feed designed to increase user engagement on its streaming platform. The feature targets mobile-first viewers with vertical video content similar to TikTok and Instagram Reels. Disney is positioning Verts as a discovery tool to help subscribers find new content across its extensive catalog.
The move reflects the streaming industry's broader shift toward short-form content as platforms compete for younger audiences and daily active usage. Traditional long-form streaming services are increasingly adopting social media formats to retain viewers in an oversaturated market. Disney's vast content library, including Marvel, Star Wars, and Pixar properties, provides substantial material for bite-sized video clips.
Short-form video has proven highly effective at driving engagement, with TikTok averaging over 95 minutes of daily usage per user. Instagram Reels and YouTube Shorts have similarly captured significant viewing time from traditional video platforms. Disney+ hopes Verts will increase both session length and frequency among its subscriber base.
The feature could help Disney+ differentiate itself from competitors like Netflix and Amazon Prime Video while potentially reducing subscriber churn. Success will depend on Disney's ability to create compelling short-form content that drives viewers to full-length programming. The rollout represents Disney's acknowledgment that streaming platforms must evolve beyond traditional on-demand models.