Disney+ Launches Verts Feed to Rival TikTok

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TAGS: Disney+, Streaming, Social Video, Tech News, Verts
CONTEUDO:

Disney+ is officially bringing a short-form video experience to its U.S. mobile subscribers with the launch of “Verts.” The feature, which was first teased in January, introduces a vertical scrolling feed designed to surface highlights and key moments from the platform’s extensive library of movies and series.

Users can access the new feed via a dedicated icon integrated into the app’s primary navigation bar. The interface mimics the familiar swipe-based discovery style popularized by platforms like TikTok and Instagram Reels, allowing viewers to either add a title to their watchlist or instantly start streaming the full feature.

Driving Engagement Through Personalization

The company emphasized that this format is intended to modernize how users interact with a century of storytelling. In an official blog post, Disney noted that Verts provides a “fun, fast way” to explore the catalog, effectively bridging the gap between mobile-first browsing habits and long-form streaming content.

Early data appears to support this strategy. Pilot tests conducted in August across both Disney+ and ESPN indicated that the vertical feed successfully drove higher user engagement. Disney attributes this performance to an “advanced algorithm” designed to deliver personalized content recommendations, mirroring the mechanics that have fueled the rapid growth of platforms like TikTok.

Future Expansion and Strategic Goals

• Broadening Content: While the current feed focuses on platform clips, Disney plans to eventually incorporate content from creators that aligns with existing fandoms.
• Diversification: Future updates will likely introduce new storytelling formats and personalized experiences beyond standard movie clips.
• Audience Targeting: By adopting this interface, Disney+ aims to better capture the attention of younger demographics who are increasingly accustomed to short-form video consumption.

Disney+ is not the only major streamer pivoting to this format. Netflix introduced a similar vertical feed last year, allowing subscribers to scroll through clips of original titles. For both companies, the move represents a bet that short-form snippets can effectively serve as a hook to draw viewers into full-length movies and series.