As Disney looks for ways to appeal to the next generation of viewers, Disney+ will soon introduce short-form vertical videos. Social media apps like TikTok and Instagram have made the format popular with younger users, and YouTube later adopted it with YouTube Shorts.
It may seem odd for Disney+, primarily a destination for films and TV shows, to incorporate social-media-style videos on its service. However, social media isn’t just for mobile devices anymore. According to Google, “TV has surpassed mobile and is now the primary device for YouTube viewing in the U.S. (by watch time).” This shift in media consumption has not escaped Disney’s notice.
A screenshot of the YouTube logo – YouTube, Major Motions
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Deadline reported that Erin Teague, EVP of Product Management for Disney Entertainment and ESPN—and a former YouTube executive—said “the most important thing is to meet people where they are.” She added, “This is what Gen Z and Gen Alpha are expecting. They are not necessarily thinking about sitting down, watching a long-form, two-and-a-half hour piece of content on their phones.”
Though traditionalists may see that as a loss to the art of cinema, Disney sees it as an opportunity.
From Streaming to Scrolling
Disney announced its plan to integrate vertical videos at its Tech + Data Showcase at CES in Las Vegas. In a statement, the company said the decision follows the successful launch of “Verts” as a part of its ESPN app. “The experience will evolve as it expands across news and entertainment and delivers a more personalized, dynamic experience that reinforces Disney+ as a must-visit daily destination.”
The goal is to change subscribers’ relationship with Disney+ from one streaming service among many into something habitual. According to Teague, “Vertical videos are really great as daily habits. Snackable, short, bite-sized experiences.” She added that these videos won’t serve as advertisements for long-form entertainment, and will stand on their own.
The whole gang from Mickey Mouse Clubhouse – Disney+
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Disney is still considering its options for exactly how it wants to incorporate vertical videos, but Teague said “everything’s on the table.” Possibilities include original content, social media clips, or edited scenes from TV shows and films. “It won’t be a kind of a disjointed, random experience,” Teague promised.
Vertical videos on Disney+ appear to be part of the company’s wider plan to increase user engagement through leveraging new technology, including AI.
How AI Fits Into Disney’s Engagement Strategy
Last December, Disney committed to a $1 billion equity investment in OpenAI. If approved by Disney’s board, the three-year licensing deal would allow users of OpenAI’s Sora video generator to create clips using Disney characters. In turn, Disney+ would feature curated selections of Sora-generated fan-inspired videos.
Though the deal wasn’t mentioned as part of the vertical video announcement, the two additions to Disney+ would likely work hand-in-hand. The new feed would provide a showcase for user-created content, which would in turn bring people back to the app more often.
Anna, Elsa, and Olaf in A Frozen Holiday Wish – Disney+
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If Disney’s vertical video rollout and AI integration strategy is successful, Disney+ may position itself as a habitual destination for Gen Z users. However, while frequency and familiarity may be good for daily engagement, it could also run the risk of diluting the Disney brand. Only time will tell if short-form content can leave long-lasting impressions.
What do you think of Disney+ adding vertical videos to the platform? Let us know in the comments!
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Another reason to stay far,far away from that crap “service”..
I HATE the youtube shorts, and the vertical phone format, and have blocked the whole frame in my ublock origin ad blocker.
Yes i’m an old fart, but a very tech savvy one and i know i like my films in cinemascope !!
Disney – pedos love that place.
Disney needs to look at YouTube and how short-form videos are working out for them. Because it ain’t! People tune into TikTok because they’re addicted to the dopamine rush of affirmation of their psychotic views, not because of the format. Same with every sociopathic media platform.