Disney+ has announced plans to introduce its own vertical video feed in the United States later this year. This new feature will allow users to watch and swipe through short-form content on their mobile devices, with content personalized to their preferences. The announcement was made during an event at the Consumer Electronics Show in Las Vegas on Wednesday.
The vertical video feed will offer a variety of content, as explained by Erin Teague, Executive Vice President of Product Management for Disney Entertainment and ESPN. “It could be original short-form programming, repurposed social clips, refashioned scenes from longer-form episodic or feature titles, or a combination,” Teague stated. This approach mirrors ESPN Unlimited’s ‘verts’ feed, which launched last year, but will be tailored specifically for Disney+ content.
Personalized Short-Form Content
The introduction of a vertical video feed represents a strategic move by Disney+ to tap into the growing popularity of short-form video content, particularly among younger audiences who frequently engage with similar formats on platforms like TikTok and Instagram. By offering personalized content, Disney+ aims to increase user engagement and retention by aligning with current media consumption trends.
Experts suggest that this move could significantly enhance Disney+’s competitive edge in the ever-evolving streaming landscape. According to a report by eMarketer, short-form video content is expected to account for a substantial portion of digital video consumption in the coming years. This development follows a broader industry trend where streaming services are increasingly adopting features from social media platforms to attract and retain subscribers.
New Advertising Opportunities
In addition to the vertical video feed, Disney is launching a new video generation tool for advertisers. This tool will enable brands to create high-quality, connected TV-ready commercials using existing brand assets and guidelines. This initiative is aimed at providing advertisers with more flexibility and creativity in reaching audiences on Disney’s platforms.
The move represents Disney’s commitment to enhancing its advertising capabilities, offering brands innovative ways to engage with viewers. As the streaming market becomes more saturated, the ability to offer unique advertising solutions could be a key differentiator for Disney+.
Strategic Timing and Future Plans
The announcement comes as Disney prepares to launch a combined Disney+ and Hulu app later this year. This integration is part of Disney’s broader strategy to streamline its streaming services and offer a more cohesive user experience. By consolidating its offerings, Disney aims to simplify access for subscribers and potentially increase its market share in the competitive streaming industry.
Meanwhile, the introduction of vertical video content and enhanced advertising tools underscores Disney’s proactive approach to staying ahead of industry trends and consumer preferences. As the company continues to innovate and adapt to the changing digital landscape, it remains poised to maintain its position as a leading player in the entertainment sector.
As Disney+ rolls out these new features, industry observers will be watching closely to see how they impact user engagement and the platform’s overall growth. The success of these initiatives could set a precedent for other streaming services looking to incorporate similar features in the future.
