Disney+ is set to enhance its offerings by integrating vertical video into its platform this year, following a successful test in the ESPN app. This move comes in response to the rising popularity of vertical video formats seen on platforms like TikTok and Instagram Reels.
According to Erin Teague, EVP of Product Management for Disney Entertainment and ESPN, the company aims to provide a personalized and dynamic experience that will encourage daily user engagement. The potential formats for vertical video include original short-form content, repurposed clips from social media, and edited scenes from existing programming.
Teague highlighted that the implementation will focus on aligning with user behavior, ensuring the experience feels cohesive rather than disjointed. The decision reflects a broader strategy to compete with social media platforms, which have successfully fostered daily viewing habits.
While Disney’s announcement was somewhat vague, the company’s exploration of vertical video is seen as a significant step in evolving its content library, reinforcing Disney+ as a daily destination for viewers.