Disney+ Encourages Daily App Usage with Vertical Video Strategy

Disney+ has some big plans in the works! They recently announced that they will be launching a new personalized vertical video feed later this year. This move is all part of their mission to transform from just a place for binge-watching into an essential daily destination for users.

The announcement was made during Disney’s annual Global Tech & Data Showcase at the Consumer Electronics Show (CES). This new feature is designed to keep up with the likes of social media platforms like TikTok and Instagram Reels by encouraging users to engage with Disney+ every day.

Initially, this vertical video feed will roll out on the Disney+ mobile app in the US, with the possibility of expanding to connected TVs in the future. Users can expect to see a mix of short-form videos, including original content, clips from Disney’s vast library of films and series, and content sourced from social media.

Taking inspiration from the successful “Verts” vertical feed on the ESPN app, the Disney+ version will personalize content based on user preferences. It will refresh in real-time with each visit to showcase sports highlights, news snippets, and entertainment bites from popular Disney brands like Marvel, Star Wars, Pixar, and National Geographic.

Disney is aiming to adapt to changing viewing habits, especially among younger audiences who prefer quick, mobile-friendly content. The real-time personalization of the vertical feed will also allow for more targeted advertising, seamlessly integrating commercials into short-form content streams.

At Disney’s showcase for advertisers, they highlighted advanced AI-driven tools for ad planning and creative generation. They even have an AI-powered video tool that creates CTV-ready spots by combining multiple models.

Overall, Disney is embracing AI as a way to enhance content and engage fans. With plans to incorporate generative AI technology from Sora to create fan-inspired videos featuring over 200 Disney characters, they are committed to innovation while prioritizing creativity, intellectual property protection, and user safety.