Disney+ is about to take a page straight from the social media playbook. Later this year, the streaming service will introduce vertical video in the US, a move that could make opening Disney+ feel more like doomscrolling on your phone.
The announcement came during Disney’s Tech + Data Showcase at CES 2026, where the company made it clear that it wants people to open the app daily, not just when a new show comes out.
This isn’t Disney’s first experiment with short-form vertical content. The company first tested the format last year with Verts in the ESPN app, using short, vertical videos to see how users interacted with the format. That early data helped shape what’s now coming to Disney+, where these videos are designed to keep viewers on the app longer.
Why vertical videos are coming to Disney+
Disney executive Erin Teague told Deadline that the plan goes far beyond quick trailers or promo clips. Disney+ will use vertical video across a broad mix of content, including original short-form programming, but details are not yet known.
This leaves room for formats such as microdramas, which have become increasingly popular on social platforms over the past year. Teague said the company is focused on making the experience natural and not contrived.
Disney wants vertical videos to fit the way people already use their phones, especially younger viewers. Gen Z and Generation Alpha audiences in particular are less likely to watch long-form content on a small screen, and Disney sees vertical videos as a way to meet them where they are.
The streaming service also plans to keep the feed personalized and designed to evolve over time in both news and entertainment. The overall goal is simple. When users open Disney+ out of habit, they are more likely to discover shows, watch longer-form content, and stay subscribed.
Disney+ isn’t the only streaming service pursuing this idea. Netflix has also been testing a vertical video feed with clips from its series and films to take viewers straight into a binge-watching session.
Disney has also become more involved with AI. The company recently confirmed that select AI-generated clips from OpenAI’s Sora could appear on Disney+. However, there is no information about whether AI videos will be added to the new feed.
By combining streaming with social media browsing, Disney+ competes not only with Netflix, but also with the social platforms that are changing the way we discover what to watch next.
