Disney+ has decided to join the battle for the viewer’s thumb. The company announced this week at CES that it will incorporate vertical videos into its platform during 2026, marking a strategic shift for a giant historically rooted in traditional (and horizontal) cinematic experiences.
What Does This Shift Mean?
If Disney previously thrived on large screens in dark rooms, the goal now is to instill a new habit: opening Disney+ should become as automatic as accessing any social network. Unlike Netflix, which measures impact in monthly viewing hours, Disney is aiming for the compulsive daily views characteristic of platforms like YouTube and TikTok. In a landscape where engagement is the new currency, beloved characters like Mickey and Spider-Man will soon adapt their stories to the vertical format.
What Will the New Format Include?
As outlined by Erin Teague, executive vice president of product management, the platform will feature a feed tailored by algorithms that blend entertainment with news. Expect a variety of content, ranging from original productions crafted specifically for vertical viewing to repurposed scenes from popular series and movies. Teague emphasizes the aim to transform Disney+ into “a must-visit destination every day.” The platform seeks to be a space users open multiple times a day, similar to non-subscription apps.
Origins of the Strategy
This new direction doesn’t come without precedent. Disney tested vertical video with the “Verts” feature in the revived ESPN app, launched in August 2025. These vertical sports clips served as a trial ground before expanding this approach to Disney+. Rita Ferro, global head of advertising at Disney, highlighted that ESPN captured a significant portion (33%) of live sports audiences in 2025 in the U.S., outpacing its nearest competitor.
The Global Impact of Vertical Formats
The vertical format has been reshaping how we consume content for years. Teague, prior to joining Disney, spent significant time at YouTube, where she witnessed the platform’s cautious response to TikTok’s rise. YouTube eventually launched Shorts, a feature that radically changed content perceptions; these short videos even began to be enjoyed on larger screens rather than just on mobile devices. As vertical video takes over, Disney+ aims to capitalize on this trend.
Who Else is Pioneering This Format?
Among others, Procter & Gamble is reinventing narrative consumption with “The Golden Pear Affair,” a 50-episode micro soap opera crafted for social media. This project highlights that content isn’t merely advertising in disguise; it’s carefully designed to promote products through storytelling rather than interrupting narratives with product placements. Furthermore, a wave of microdramas from networks like TelevisaUnivision has emerged, effectively storming new markets.
Timing and Future Implications
The vertical format is not merely an aesthetic choice but essentially a reimagined advertising landscape. Disney plans to enhance the attractiveness of this format for advertisers by merging its data with external analytics. Recently, the integration of AI tools to convert existing materials into refreshed ads signifies a transformation in how marketing operates on the platform.
A Cultural Concession?
Teague has candidly remarked that “Gen Z and Gen Alpha aren’t necessarily thinking about sitting through two-and-a-half-hour long content on their phones.” Disney acknowledges that its appeal must evolve—not simply to draw younger viewers back to its classics but to communicate through media that resonates with them. For many, cinema is no longer the primary entertainment source, prompting Disney to compete not just with Netflix but also with social media giants like WhatsApp, Instagram, and TikTok.