Credit: DisneyDisney is quietly making a move that signals a much larger shift in how it wants audiences to interact with its content.
While the company isn’t launching a standalone social network, new details confirm Disney is actively reshaping Disney+ to function more like the platforms that dominate daily screen time—namely Facebook, TikTok, Instagram Reels, and YouTube Shorts.
At the center of that strategy is the introduction of vertical video, a format built around short, scrollable, algorithm-driven clips designed to encourage frequent check-ins rather than occasional long viewing sessions. Disney has confirmed that vertical videos will roll out later this year as part of a broader effort to boost daily engagement and transform Disney+ from a place people visit occasionally into something they open every day, according to reports from Deadline.
Disney Isn’t Copying TikTok, But It’s Borrowing the Playbook
Disney executives are careful not to frame this as a social media clone. Still, the philosophy is unmistakable. Vertical video feeds, personalized discovery, snackable content, and dynamic updates all mirror the same ecosystem that made TikTok, Facebook, and Instagram dominant.
In its announcement, Disney said it plans to “evolve the experience over time,” explaining that vertical video will be used “in a variety of ways across categories, and content types, for a personalized and dynamic feed.” The company also said the broader goal is “turning Disney+ into a must-visit daily destination” rather than a platform people open only when they have time for a full movie or episode.
That framing matters. Disney+ has long excelled as a premium content library. What it hasn’t been is a place users feel compelled to open every single day. That’s the gap Disney now wants to close.
What the Vertical Video Experience Could Look Like
Disney has not locked itself into a single approach, and that flexibility appears intentional. Erin Teague, EVP of Product Management for Disney Entertainment and ESPN, said “everything’s on the table” when it comes to how vertical video is delivered on Disney+.
That could include original short-form programming, repurposed social-style clips, curated moments from existing movies and shows, or re-edited scenes designed specifically for vertical viewing. Teague emphasized that Disney is thinking carefully about how these videos fit into user behavior, explaining that the experience needs to feel “native to core user behaviors” rather than “a disjointed, random experience.”
In other words, Disney doesn’t want vertical video to feel bolted on. It wants it to feel natural.
ESPN Quietly Tested the Concept First
Disney isn’t starting from zero. ESPN already introduced vertical video in its revamped app, giving the company a real-world testing ground for how audiences respond to short-form content inside a traditionally long-form platform.
Teague described vertical videos as “really great as daily habits,” calling them “snackable, short, bite-sized experiences.” She also made it clear that Disney isn’t viewing these clips as simple teasers meant to push viewers into longer programming. Instead, they’re meant to stand on their own as an enhancement to the overall platform.
That distinction is key. If vertical videos were just ads for movies and shows, users would scroll past them. Disney appears to be aiming for something people actually want to watch.
Chasing Younger Audiences Without Abandoning Older Ones
One of the clearest motivations behind this move is generational behavior. Teague pointed out that Gen Z and Gen Alpha don’t necessarily think about sitting down to watch long-form content on their phones. Their expectations are shaped by platforms built around quick, engaging content that fits naturally into how they already use their devices.
Disney isn’t abandoning long-form storytelling. Instead, it’s trying to widen the funnel—meeting younger audiences where they already are, then offering deeper content when they’re ready for it.
That approach mirrors how other platforms evolved. YouTube didn’t replace long videos with Shorts; it layered Shorts into the ecosystem. Disney appears to be following that same roadmap.
Advertising Is a Major Piece of the Strategy
This shift isn’t just about viewers—it’s also about advertisers. The vertical video rollout was announced alongside new advertising tools and measurement systems designed to better connect brand exposure with real-world outcomes.
Short-form feeds naturally create more touchpoints, more impressions, and more opportunities for brands to integrate into the viewing experience. That’s already proven effective on Facebook, TikTok, and YouTube. Disney wants in on that same ecosystem—but powered by its own content and data.
Not a Social Network—But a Social Habit
Disney isn’t launching user profiles, comments, or creator monetization tomorrow. But it is clearly building something that functions like the platforms people scroll through multiple times a day.
By blending premium intellectual property with short-form discovery, Disney is repositioning Disney+ as more than a streaming service. It’s aiming to become part of the daily digital routine.
It may not look exactly like Facebook or TikTok—but the philosophy behind it is unmistakable. And that alone marks one of the most significant shifts Disney+ has made since its launch.
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