Disney+ is making a calculated bet that the vertical video format that propelled TikTok and Instagram Reels to cultural dominance can work as a content discovery engine for traditional long-form entertainment. The streaming service launched "Verts" today in the United States—a dedicated feed of short, vertical video clips pulled from its catalog of movies and TV shows.
The feature appears as a new tab in the mobile app's navigation bar. Users can swipe through a personalized stream of scenes and moments, then either add titles to their watchlist or jump directly into full playback. Disney says an "advanced algorithm" curates the feed based on viewing preferences, drawing from content across Disney+, Hulu, and ESPN.
Why Disney Is Chasing the Vertical Video Format
The move reflects a broader industry acknowledgment that discovery habits have fundamentally shifted. Younger audiences increasingly find content through algorithmic feeds rather than browsing catalogs or searching by title. Netflix has experimented with similar features, and YouTube Shorts has become a significant traffic driver for longer videos on that platform.
For Disney, the stakes are particularly high. The company has invested billions in streaming infrastructure and content production, but faces persistent challenges in subscriber growth and engagement. If users spend more time scrolling through Verts and subsequently watching full titles, it could improve key metrics like session duration and content utilization—both critical factors in justifying the platform's content spending.
The vertical format also addresses a practical problem: Disney's vast library can feel overwhelming. Traditional recommendation algorithms work, but they require users to actively browse. A swipeable feed puts content discovery on autopilot, reducing the friction between opening the app and finding something to watch.
What Makes This Different From TikTok
Unlike social platforms where anyone can upload content, Verts operates as a closed ecosystem. Disney controls every clip in the feed, which means no user-generated content, no viral challenges, and no unpredictable moderation issues. This is vertical video as a marketing tool rather than a social network.
The clips themselves appear to be professionally edited excerpts rather than raw footage. Disney hasn't specified length limits, but the format typically favors 15 to 60-second segments—long enough to establish context, short enough to maintain the rapid-fire pacing that makes vertical feeds addictive.
There's also a fundamental difference in intent. TikTok users often scroll with no specific goal, consuming content as an end in itself. Disney wants users to scroll with a purpose: finding their next full-length watch. Whether audiences will accept this hybrid approach—vertical video as a gateway rather than a destination—remains an open question.
The Technical and Strategic Challenges Ahead
Adapting horizontal content for vertical viewing isn't trivial. Most Disney+ content was shot in widescreen formats, which means either cropping the frame (potentially losing important visual information) or adding letterboxing (defeating the purpose of vertical video). Disney will need to either manually edit clips for optimal vertical presentation or develop automated tools that intelligently reframe scenes.
The algorithmic curation also presents challenges. Social platforms have years of behavioral data showing what makes vertical content engaging: quick cuts, emotional hooks, cliffhangers. Disney's content wasn't created with these principles in mind. A beautifully composed wide shot from a Pixar film might lose its impact when cropped to 9:16 aspect ratio.
Disney's statement that this is "the first scene of the first episode in a multi-season series" suggests the company views Verts as an evolving platform rather than a one-off feature. Future iterations could include interactive elements, social sharing capabilities, or even original content created specifically for vertical consumption.
What This Means for Content Discovery
If Verts succeeds, it could reshape how streaming services think about their interfaces. The traditional grid of thumbnails has dominated streaming design for over a decade, but it's a passive browsing experience. Vertical feeds are active and algorithmic, constantly adapting to user behavior in real time.
For content creators and studios, this shift has implications. If vertical clips become a primary discovery mechanism, production teams might start considering how key scenes will play in that format during the filming and editing process. We could see the emergence of "vertical-first" moments—scenes designed to work as standalone clips that drive viewers to the full episode.
The feature also positions Disney+ to compete more directly with YouTube, which has successfully used Shorts to drive traffic to longer videos. If a user discovers a Marvel movie through a 30-second Verts clip and watches the full film, Disney has effectively turned a social media behavior pattern into a streaming engagement tool.
The Broader Industry Context
Disney isn't alone in recognizing that attention spans and consumption patterns have evolved. Max (formerly HBO Max) has experimented with curated collections and personalized hubs. Paramount+ has leaned into live sports and news to create appointment viewing. Each platform is searching for the feature that will make it indispensable rather than just another subscription.
The timing is notable. As streaming growth plateaus and companies face pressure to demonstrate profitability, features that increase engagement without requiring expensive new content become particularly valuable. Verts leverages existing assets in a new format—a relatively low-cost way to potentially boost key performance indicators.
Whether vertical video can truly drive long-form viewing remains unproven. The formats serve different psychological needs: one is designed for endless scrolling and dopamine hits, the other requires sustained attention and narrative investment. Disney is betting it can bridge that gap, turning the scroll into a gateway rather than a distraction. The rollout to iOS and Android users starting today will provide the first real-world test of that hypothesis.