Disney+ is transitioning to a "vertical scroll" format—can the introduction of short videos in streaming capture time from social media?

The reason Disney+ is starting "short videos" is not the strength of the content but the strength of "habit"

On January 8, 2026 (U.S. time), Disney announced the introduction of short vertical videos (so-called "vertical scroll" feeds) to Disney+. The stage was the CES 2026 Tech + Data Showcase. The aim is simple: to create a **"reason to open the app every day"** for Disney+.

In recent years, the battle for users' disposable time has expanded beyond just "viewing time" for movies and dramas to include "gap time" on TikTok/Reels/Shorts. Until now, Disney+ was a typical SVOD (subscription video on demand) that users opened when they wanted to watch a specific title, but this announcement also declares a shift towards becoming a **"daily routine app."** Disney has also stated that the experience will expand to news and entertainment, aiming to become a more personalized "destination to visit every day."

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What kind of short videos are coming? — Not just "trailers," but a mix of "materials"

At this point, Disney has indicated that the content of vertical videos will not be singular.

• Original short-form content

• Reuse of clips made for social media

• Re-edited scenes from movies and dramas for "short-form"

• A combination of these

Furthermore, in a statement introduced by The Verge from Erin Teague, the emphasis is not only on "compiling short Disney content into one app," but also on aiming for a "dynamic feed" that crosses categories like sports, news, and entertainment, updated in a way close to real-time based on previous usage.

The important thing is that this doesn't just seem to be a "promotional pathway for content," but rather a direction to establish short-form as a consumption experience in itself. Including points discussed in the advertising showcase, vertical videos are well-suited not just for "extending viewing time" but for optimizing visit frequency and contact frequency.

Rehearsals are already over: What ESPN's "Verts" demonstrated

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For Disney, vertical videos are not a first attempt. They have already introduced a vertical feed called "Verts" in the ESPN app, and the introduction to Disney+ is an extension of that.

On the ESPN side, short vertical sports videos are shown in a "dedicated tab" or carousel on the home screen, and individually optimized features like "SC For You" are also available (aside from elements like AI voice). In other words, Disney has already learned that short-form is not just a bonus for the younger generation but a

mobile browsing design

.

Netflix follows the same path: Is "the social media-ization of streaming" a trend?

This trend is not limited to Disney. Netflix also tested a vertical clip scrolling feed on mobile in 2025, providing pathways to play, save, or share content directly if users liked it.

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What both companies have in common is embedding short-form not as a "separate app" but within

the main streaming app
.

Creating "discovery" through short-form (encountering content users want to watch)

• Directing users to long-form content (reducing friction to start viewing)

• Connecting further with advertising and measurement (increasing contact opportunities)

• It is no coincidence that Disney's announcement was discussed in the context of an advertising showcase.

"Convenience" and "clutter" are two sides of the same coin: Three changes likely to occur with the introduction

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1) The control of the home screen changes

Where the short-form feed is placed in the app will greatly change the Disney+ experience. Whether it is isolated in a dedicated tab or strongly pushed on the home screen. If the latter, it could be designed so that people looking for movies or dramas are "first drawn into the short-form."

2) The editing philosophy of "cutting vertically" changes the way content is viewed

While extracting scenes for short-form can condense the appeal of the content, there is also a risk of losing context. Fans are particularly sensitive to moments when "the world view leans towards advertising and browsing design."

3) Advertising and measurement accelerate with short-form

Disney also discussed advertising measurement and creative generation in the showcase, and the short-form feed is extremely compatible as an "advertising placement." As contact frequency increases, optimization and measurement become easier.

Reactions on social media (centered on Reddit/LinkedIn: opinions are clearly divided)

Immediately after the announcement, reactions were more about "please spare us" than "this seems convenient," although a certain rationality is also recognized.

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Negative: "Don't turn Disney+ into social media," "Content will be 'consumed carelessly'"

In the Reddit DisneyPlus community,

"I just want to watch classics or Marvel/Star Wars, don't add unnecessary stuff."

• "This might make me consider canceling."
There are complaints about the **"purity of the app."**

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There is also strong opposition to editing and trimming associated with vertical videos. While it might be acceptable for sports, there is deep-seated resistance to "cutting most of the screen" in dramas or movies.

On LinkedIn as well, comments on posts such as "Boooo" and "It's just for engagement" reflect a wariness towards advertising and metric optimization.

Positive/Conditional Positive: "Sports highlights are a good fit," "It's valid as a discovery pathway"

On the other hand, on Reddit, there are voices using ESPN's Verts as an example, saying "sports highlights work well."

In short, the evaluation changes depending on **"what is made vertical."** News, sports, and behind-the-scenes shorts are more welcome, but if cutouts from movie main features are prominently displayed, backlash is likely to increase.

Media critique: "The word 'snackable' says it all"

A.V. Club uses irony towards the business-side language of describing short-form as "daily routine" or "snack." Fans with high enthusiasm are particularly sensitive to this kind of language.

Points to watch from here: Whether it succeeds depends on "placement" and "creation"

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Whether Disney+'s vertical short-form ends as a "convenient additional feature" or becomes the "main experience" is concentrated on the following three points.

The strength of the short-form tab
1. (Isolation or home dominance)

The supply model of short-form content
2. (Ratio of original/cutouts/SNS reuse)

How advertising is presented
3. (The moment short-form appears as a device for ad optimization, backlash accelerates)

Disney repeatedly states that "the experience will evolve." In other words, regardless of the initial form, they intend to "nurture" it based on user behavior and advertising demands. Therefore, the pros and cons that arise immediately after launch will not be transient but will continue to remain as an evaluation of Disney+'s app philosophy itself.

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