Disney+ launches ‘Verts’ short-form video feed to boost mobile discovery
The streaming giant adopts a TikTok-style vertical feed to boost content discovery and engagement among mobile-first viewers.
Disney+ is leaning into the short-form video trend with the rollout of Verts, a TikTok-style vertical feed designed to help users discover shows and movies faster inside the app. The feature is now starting to roll out to U.S. users on mobile.
The move reflects a broader shift across streaming platforms toward scrollable, algorithm-driven content discovery.
In this article, we explore what Disney’s Verts feed is, why it matters for the streaming industry, and what marketers should pay attention to as entertainment platforms adopt social media-style engagement mechanics.
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Here’s a table of contents for quick access:
- What is Disney+ Verts and how does it work
- Why Disney is investing in vertical video and algorithms
- What marketers should know about short-form discovery on streaming platforms
Patrecia Meliana
What is Disney+ Verts and how does it work
Disney+ is launching Verts, a short-form vertical video feed built directly into its mobile app. The feature appears in the navigation bar and allows users to swipe through clips from Disney films and TV shows, similar to how users browse content on TikTok or Instagram Reels.
The clips showcase memorable scenes or moments from titles already available on Disney+. As users scroll through the feed, they can take immediate action by:
- Adding the show or movie to their watchlist
- Jumping directly into the full title
- Continuing to swipe for more recommended clips
Disney says the feature is designed to make it easier for fans to explore the platform’s 100-year entertainment catalog from the moment they open the app.
The company described the experience as a “fun, fast way” to discover content that aligns with how many viewers already consume video on mobile devices. At launch, Verts primarily features clips from Disney+ titles. However, the company has hinted that the feed could eventually include:
- Creator-generated content related to Disney fandoms
- New storytelling formats such as microdramas
- Personalized content experiences based on user behavior
Why Disney is investing in vertical video and algorithms
Disney’s push into short-form video is not happening in isolation. Platforms across entertainment and social media are converging around algorithm-driven vertical feeds.
TikTok popularized the model, where short, swipeable clips combined with a powerful recommendation engine drive daily engagement. Instagram Reels, YouTube Shorts, and even Netflix have since adopted similar formats.
Netflix, for example, introduced its own vertical feed last year that lets users scroll through clips from original shows.
Disney believes the key to making this work inside a streaming service lies in recommendation algorithms. According to the company, early testing of Verts in August across Disney+ and ESPN showed higher engagement levels, powered by what it calls an advanced recommendation engine.
The algorithm analyzes viewing behavior to determine which clips a user is most likely to watch next. That model mirrors TikTok’s approach, where personalized recommendations often outperform traditional search or browsing interfaces.
The logic is simple: if a short clip captures attention, viewers may be more likely to watch the full episode or movie.
What marketers should know about short-form discovery on streaming platforms
Disney’s move highlights an important shift: streaming platforms are starting to behave more like social media platforms.
For marketers and media strategists, several implications stand out.
1. Discovery is becoming algorithm-first
Instead of browsing by title or genre, users increasingly discover content through recommendation feeds. That means engagement signals, watch time, and viewer behavior play a larger role in visibility.
2. Short-form content is becoming the new trailer
Traditionally, trailers drove discovery for films and shows. Short clips in vertical feeds may now serve the same function, offering quick hooks designed to trigger longer viewing sessions.
3. Creator ecosystems may expand inside streaming platforms
Disney has already suggested that future versions of Verts could feature creator-driven content tied to its fandoms. That could open new collaboration opportunities between brands, creators, and entertainment IP.
4. Entertainment platforms are competing for daily attention
Streaming services historically focused on long-form viewing sessions. Short-form feeds could help them capture the daily engagement loops that social platforms dominate.
The launch of Verts signals Disney+’s intent to evolve beyond a traditional streaming interface. By adopting short-form video feeds and algorithmic discovery, Disney is aligning its platform with the way younger audiences already consume content on mobile devices.
If the strategy works, short-form discovery could become a major gateway into long-form entertainment libraries. For marketers watching the media landscape, the bigger takeaway is clear: the boundaries between social media, streaming, and creator platforms are continuing to blur.
