Disney+ is about to borrow a page straight out of social media’s playbook. Later this year in the US, the streaming service will introduce vertical videos, a move that could make opening Disney+ feel a lot more like doomscrolling on your phone.
The announcement came during Disney’s Tech + Data Showcase at CES 2026, where the company made it clear it wants people opening the app daily, not just when a new show drops.
This isn’t Disney’s first experiment with short vertical content. The company first tested the format with Verts on the ESPN app last year, using short, vertical videos to see how users engaged with the format. That early data helped shape what’s now coming to Disney+, where these videos are meant to keep viewers inside 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 promotional clips. Disney+ will use vertical videos for a wide mix of content, including original short-form programming, though specifics are still under wraps.
That leaves room for formats like micro-dramas, which have exploded in popularity over the past year across social platforms. Teague said the company is focused on making the experience feel natural, rather than tacked on.
Disney wants vertical video to fit how people already use their phones, especially younger viewers. Gen Z and Gen Alpha audiences, in particular, are less likely to sit through long-form content on a small screen, and Disney sees vertical video 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 across both news and entertainment. The broader goal is simple. If users open Disney+ out of habit, they are more likely to discover shows, watch longer content, and stay subscribed.
Disney+ is not the only streaming service chasing this idea. Netflix has also been testing a vertical video feed with clips from its shows and movies to guide viewers straight into a binge-watch session.
Disney has also been leaning deeper into AI. The company recently confirmed that select AI-generated clips from OpenAI’s Sora could appear on Disney+, however, there is no word on whether AI videos will be added to the new feed.
By blending streaming with social-style browsing, Disney+ is not just competing with Netflix but also the social platforms that reshape how we discover what to watch next.