Disney+ is introducing vertical videos to enhance daily engagement, a move aimed at competing with rivals in the streaming landscape. This new format, set to roll out later this year, was announced at CES in Las Vegas, alongside other advertising-focused innovations. The company’s strategy involves evolving the user experience to create a more personalized and dynamic feed, potentially transforming Disney+ into a daily destination for news and entertainment. This initiative follows the successful integration of vertical videos on the ESPN app. The introduction of vertical video on Disney+ signals a significant shift in content consumption habits. The company is exploring various ways to incorporate this format, including original short-form programming, repurposed social media clips, and refashioned scenes from existing long-form titles. The goal is to seamlessly integrate these elements into the core user experience, ensuring a fluid and engaging interaction for viewers. Featured snippet paragraph: The main purpose of Disney+ adding vertical videos is to increase daily user engagement by offering short, snackable content that aligns with modern viewing habits, making the platform a more dynamic and frequently visited destination. Disney’s decision to embrace vertical video is influenced by the widespread adoption of platforms like TikTok and Instagram Reels, as well as YouTube Shorts. This trend reflects the evolving preferences of younger demographics, such as Gen Z and Gen Alpha, who are accustomed to consuming content in shorter, more accessible formats. Erin Teague, EVP of Product Management for Disney Entertainment and ESPN, highlighted that vertical videos are ideal for daily habits, providing bite-sized experiences. She clarified that these are not intended as mere teasers for longer content but as a complementary enhancement to the overall service offering. The integration of vertical video aims to meet viewers where they are, acknowledging that not everyone is always inclined to sit down for extended viewing sessions, especially on mobile devices. This approach ensures Disney+ remains relevant and appealing to a broader audience. Rita Ferro, Disney’s global advertising chief, stressed the importance of live programming, particularly sports, emphasizing its cultural significance and the opportunities it presents for brands. ESPN’s dominance in live sports viewing underscores this point. The company’s new “brand impact” metric is designed to measure the combined effect of brand and performance advertising channels, offering advertisers clearer insights into campaign outcomes. This metric leverages both third-party data and Disney’s first-party data to bridge the gap between brand building and direct results. Dana McGraw, SVP of Data and Measurement Science, stated that marketers need a better connection between brand building and performance. Data plays a crucial role in providing the insight layer needed to understand what drives results and how those results are achieved. The video generation tool for advertisers will enable the creation of high-quality connected-TV-ready commercials using existing assets and brand guidelines, streamlining the advertising production process. This strategic move by Disney+ to adopt vertical videos is a direct response to the changing media consumption landscape and the growing demand for more immediate and interactive content experiences. The company’s commitment to evolving the user experience suggests a long-term vision for the platform, aiming to keep subscribers engaged and attract new audiences with innovative features. By integrating vertical video, Disney+ is positioning itself to capitalize on the popularity of short-form content, ensuring its platform remains competitive and appealing in the ever-evolving digital entertainment market. The potential for vertical video to transform Disney+ into a daily habit is significant, offering a new dimension to its content library and user interaction strategies.
