Disney+ Embraces Vertical Video in Bid to Boost Daily Engagement
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disney+ is adapting to evolving viewing habits, announcing plans to integrate vertical video clips featuring news and entertainment content into it’s platform later this year. The move, revealed in a recent company press release, aims to deliver a more “dynamic” experience and position Disney+ as a daily destination for consumers.
The Walt Disney Company is responding to a clear shift in how audiences, particularly younger demographics, consume content. According to a company release, the new user experience will be centered on “building around fan behavior” and acknowledging the prevalence of vertical video on social media platforms.
Testing the Waters with ESPN’s “Verts”
Disney isn’t entering this space blindly. the company successfully launched “Verts” – short-form vertical videos – on its ESPN app in the United States last year. This initial test provided valuable insights into user preferences. A senior official stated that data from ESPN showed users actively sought out “Verts” when they desired swift, easily digestible content.
The company intends to leverage these learnings as it expands the vertical video format to Disney+. “Everything’s on the table,” regarding the delivery of this content, according to Erin Teague, EVP of Product Management for Disney Entertainment and ESPN. This includes a diverse range of options: “original short-form programming, repurposed social clips, refashioned scenes from longer-form episodic or feature titles, or a combination.”
following in YouTube’s Footsteps
Disney+ is not the first streaming service to experiment with vertical video. YouTube introduced YouTube Shorts in 2020, directly challenging TikTok’s dominance in the short-form vertical video market. Initially focused on short-form content, youtube Shorts has as expanded to include longer-form videos, demonstrating the format’s versatility.
This evolution suggests that Disney+ may also broaden the scope of its vertical video offerings over time. The company envisions the experience evolving as it incorporates more news and entertainment options, ultimately creating a more personalized and engaging platform for its subscribers.
The integration of vertical video represents a notable strategic shift for Disney+, signaling a commitment to adapting to contemporary viewing preferences and solidifying its position in the competitive streaming landscape.
Why: Disney+ is integrating vertical video to boost daily engagement and adapt to changing viewing habits, particularly among younger audiences who prefer short-form, mobile-kind content.The company aims to become a daily destination for consumers, not just a place for long-form streaming.
Who: The Walt Disney Company, specifically disney Entertainment and ESPN, is driving this initiative. Erin Teague, EVP of Product Management, is a key figure in the rollout. ESPN previously tested the format with “Verts” on its app.
What: disney+ will integrate vertical video clips featuring news and entertainment content into its platform.These clips will include original short-form programming, repurposed social media content, and refashioned scenes from existing titles.
How did it end?: The rollout is planned for later this year. While the exact implementation details are still being determined (“Everything’s on the table”), Disney+ is leveraging learnings from ESPN’s “Verts” and observing the evolution of platforms like YouTube Shorts to inform its strategy.The long-term goal is to create a more personalized and engaging experience for subscribers.
