Disney+ is poised to launch vertical video content within its app in the U.S. this year, following a successful rollout in the ESPN app. This initiative is in line with the increasing popularity of vertical video formats observed on platforms such as TikTok, Instagram Reels, and YouTube Shorts.
Disney’s reveal suggests that the vertical video experience will progress to feature a blend of news and entertainment, aiming to foster a more personalized and engaging user experience. Erin Teague, EVP of Product Management for Disney Entertainment and ESPN, mentioned that vertical video delivery could encompass original short-form content, repurposed social media clips, and reimagined excerpts from longer videos. The emphasis will be on seamlessly incorporating vertical video that resonates with user habits, steering clear of a fragmented experience.
The choice to adopt vertical video illustrates the demand for streaming services to captivate users on a daily basis, akin to social media networks. Disney’s venture into vertical video extends beyond merely creating teasers for longer content; it seeks to enrich the overall service. The recent licensing partnership between Disney and OpenAI for Sora hinted at the possibilities for vertical video, indicating a more expansive vision that goes beyond just AI-generated material.
As the streaming environment continues to change, the inclusion of vertical video on Disney+ represents a significant transformation in content consumption, catering to the preferences of contemporary audiences.