Disney+ Introduces Vertical Videos to Enhance Daily User Engagement

Disney+ is set to enhance daily user engagement by introducing vertical videos on its platform. This new feature is part of a series of announcements made during the Tech + Data Showcase at CES in Las Vegas. The vertical videos are expected to be launched later this year, aiming to provide a personalized and dynamic viewing experience.

Details of the Vertical Video Initiative

The initiative includes various content formats, such as original short-form programming, repurposed social media clips, and reimagined scenes from longer films or shows. Erin Teague, the EVP of Product Management for Disney Entertainment and ESPN, emphasized that the integration will cater to user behaviors and ensure a seamless experience.

Insights from User Engagement

The launch of vertical video follows the successful incorporation of similar formats in the ESPN app last year. Teague noted that vertical videos offer “snackable,” short content that aligns well with daily viewing habits. Rather than serving as teasers for longer content, these videos are designed to enhance the overall Disney+ experience.

Advertising Innovations and Metrics

• Disney’s new “Brand Impact Metric” aims to showcase the synergy between brand awareness and performance marketing.
• This metric will utilize both third-party insights and first-party data to measure effective advertising outcomes.
• Executives highlighted the need for marketers to connect ad exposure directly to results for clearer insights.

The Importance of Live Programming

Live sports programming remains a vital component of Disney’s strategy. Rita Ferro, Disney’s global advertising chief, pointed out that ESPN represented one-third of all live sports viewing in 2025, far surpassing its nearest competitors. During significant events like Christmas Day, sports accounted for 96% of viewer impressions.

Adapting to Changing Viewer Preferences

As viewing habits evolve, especially among younger audiences, Disney recognizes the necessity to adapt. Insights from platforms like TikTok and Instagram Reels have influenced Disney’s approach to vertical videos. This shift is seen as essential for engaging Generation Z and Generation Alpha viewers.

Disney+ aims to become a leading platform for daily entertainment, offering innovative features such as vertical videos while adapting to the changing landscape of video consumption.