The Walt Disney Company is preparing to expand the Disney+ platform with the introduction of short-form vertical video content, marking a significant evolution in its streaming strategy. Scheduled to roll out in the United States later in 2026, the new feature is designed to increase daily engagement, particularly among mobile-first and younger audiences who favor quick, easily consumable video formats.
This move reflects Disney’s broader ambition to transform Disney+ from a destination primarily associated with long-form movies and episodic series into a more dynamic, frequently visited entertainment hub. By embracing short-form video, Disney aims to align itself with modern viewing habits shaped by social media platforms and mobile consumption trends.
A Mobile-First Approach to Streaming
The short-form videos will be presented in a vertical, scrollable format optimized for smartphones, offering users an experience similar to popular social video feeds. Rather than existing as a separate app or standalone section, the feature will be natively integrated into the Disney+ interface. This ensures a seamless user journey, allowing subscribers to transition effortlessly between short clips and full-length content.
Disney executives have emphasized that the initiative is rooted in user behavior analysis. As audiences increasingly turn to quick entertainment during short breaks or while on the move, short-form video provides an opportunity for Disney+ to remain relevant throughout the day, not just during long viewing sessions.
Diverse Content Formats
The vertical video feed is expected to feature a wide range of content types. These may include short clips derived from Disney’s extensive library of films and television shows, behind-the-scenes footage, character moments, highlights from animated and live-action titles, and original content created specifically for short-form viewing.
In addition, Disney may incorporate promotional snippets, creative storytelling experiments, and social-style videos designed to encourage discovery and sharing. By leveraging its globally recognized intellectual property including franchises from Disney, Pixar, Marvel, Star Wars, and National Geographic the company has a unique advantage in populating the platform with compelling, brand-safe short-form content.
Learning from Internal Experiments
The decision to expand short-form video on Disney+ builds on lessons learned from earlier internal trials. Disney has already tested similar vertical video formats on other platforms within its ecosystem, using these experiments to study viewer engagement, retention, and interaction patterns. The insights gained helped shape the Disney+ rollout, refining how content is presented and how users interact with it.
These experiments demonstrated that short-form video can serve as both entertainment and discovery, guiding viewers toward longer titles while also standing alone as engaging content in its own right.
Competing for Attention in a Crowded Digital Landscape
The streaming industry is undergoing a major shift as traditional subscription video services compete not only with one another, but also with social media platforms for user attention. Short-form video has emerged as one of the most powerful engagement tools in the digital space, particularly among Gen Z and younger millennials.
By incorporating this format directly into Disney+, the company positions itself to compete more effectively in the attention economy. The strategy allows Disney to meet audiences where they already are, without requiring them to leave the platform for short-form entertainment elsewhere.
Enhancing Discovery and Retention
Beyond engagement, the short-form initiative is expected to play a key role in content discovery. Short clips can introduce subscribers to new shows, movies, and characters they may not have actively searched for, increasing the likelihood of deeper exploration within the platform.
From a business perspective, higher daily active usage can translate into improved subscriber retention and stronger long-term value. Short-form video creates more frequent touchpoints with users, strengthening brand connection and encouraging habitual use of the app.
A Strategic Step Toward the Future of Streaming
Disney’s move underscores a broader industry trend: the convergence of streaming services and social-style content experiences. While Disney+ remains committed to premium, long-form storytelling, the addition of short-form vertical video demonstrates adaptability in a rapidly changing media environment.
As the rollout approaches, industry observers will be watching closely to see how Disney balances creative storytelling with algorithm-driven discovery, and how audiences respond to this new layer of content. If successful, the initiative could redefine how major streaming platforms engage viewers in the years ahead.
