Disney+ is set to undergo a major transformation as it prepares to launch a vertical video feed later this year. Announced during the CES 2026 Tech + Data Showcase in Las Vegas, the move signals a strategic pivot to boost daily engagement and compete directly with short-form giants like TikTok, Instagram Reels, and YouTube Shorts.

The new feature aims to transition Disney+ from a destination for occasional binge-watching into a “must-visit daily destination.” By offering a personalized, algorithm-driven stream of snackable content, Disney hopes to capture the attention of mobile-first audiences, particularly Gen Z and Gen Alpha.

The initiative builds on the successful rollout of “Verts” on the ESPN app last year. According to Disney, the vertical experience on Disney+ will be native and intuitive, blending seamlessly with core user behaviors.

• Original Programming: Short-form series created specifically for the vertical format.
• Repurposed Social Clips: Curated highlights from Disney’s massive library of films and shows.
• Refashioned Scenes: Iconic moments from existing franchises like Star Wars and Pixar reimagined for mobile viewing.
• AI-Powered Fan Content: Leveraging a landmark deal with OpenAI, the feed may eventually include fan-inspired shorts featuring over 200 iconic characters.

Live sports and news will play a pivotal role in this new strategy. Rita Ferro, Disney’s President of Global Advertising, highlighted that sports remain a cultural phenomenon, accounting for a massive 96% of impressions during major events like Christmas Day. The vertical feed will provide a dynamic way to distribute sports highlights and news snippets, creating new high-frequency touchpoints for both fans and advertisers.

Erin Teague, EVP of Product Management, emphasized that “everything’s on the table” regarding the format’s evolution. “We know mobile is an incredible opportunity to turn Disney+ into a true daily destination,” Teague stated, noting that the goal is to meet fans where they are, rather than expecting them to commit to long-form viewing during every session.

Coinciding with the video feed, Disney also unveiled an AI-powered video generation tool for advertisers. This allows brands to create high-quality, CTV-ready commercials using existing assets, optimized for different audiences and placements. This is supported by the new Disney Advertising Brand Impact Metric, which tracks how short-form engagement translates into brand health and search behavior.

Key Highlights:

• New Format: Disney+ will introduce a TikTok-style vertical video feed in 2026 to drive daily user engagement.
• Content Strategy: The feed will blend original short-form content, sports highlights from ESPN, and reimagined scenes from Disney’s vast film library.
• Target Audience: The feature specifically targets younger, mobile-oriented viewers who prefer “snackable” content over traditional long-form streaming.
• AI & Ad Tools: The rollout includes AI-driven tools for advertisers to create custom content and measure brand impact across the new format.