Disney+ Launching Vertical Videos for Increased User Engagement

Disney+ has exciting news for users—get ready for vertical videos coming to the streaming service later this year! This big announcement was part of Disney’s Tech + Data Showcase at CES in Las Vegas. The goal? To offer new advertising options that appeal to viewers and marketers alike, enhancing the user experience.

The introduction of vertical video is set to transform Disney+ into a daily destination for users, creating a more personalized and dynamic viewing experience. Following the successful integration of vertical video content in the ESPN app, Disney plans to expand on this approach across various categories like news and entertainment. The aim is to provide easily digestible, bite-sized content that viewers can enjoy.

Executive Vice President Erin Teague highlighted that Disney is exploring different formats for this content. From original short-form series to social media clips and reimagined scenes from traditional programming, the focus is on creating seamless, engaging content that aligns with viewers’ habits. This move comes in response to the popularity of platforms like TikTok and Instagram Reels, catering to the preferences of younger audiences like Gen Z and Gen Alpha.

During the showcase, Disney’s global advertising chief, Rita Ferro, emphasized the importance of live programming, especially in the sports realm. With ESPN leading in live sports viewing, Ferro highlighted how sports accounted for a significant portion of viewership in 2025. She also touched on the dynamic opportunities for brands to engage audiences on Disney platforms during cultural milestones like Christmas Day.

To provide marketers with comprehensive insights, Disney unveiled a new Brand Impact Metric tool. It combines third-party measurement data with Disney’s first-party information, helping marketers connect ad exposure to tangible results. Senior Vice President Dana McGraw stressed the growing importance of such metrics for marketers to understand the effectiveness of their campaigns.

With these innovations, Disney+ aims to stay competitive in the streaming market, adapting to changing content consumption habits and offering impactful ways for advertisers to connect with their audiences. Keep an eye out for these new features, as Disney prepares to redefine the streaming experience for both viewers and marketers!