Disney's technology and data showcase at CES 2026AnnounceDisney will officially introduce the "Vertical Video" format to its Disney+ service in the United States this year, hoping to attract younger users to open the app more frequently, rather than just using it to watch feature-length movies.
Not just trailers, but also original short dramas.
According to Erin Teague, Executive Vice President of Product Management at Disney Entertainment, this new feature is not just for playing exciting trailers for movies or TV series. Disney+ plans to use this format to launch various types of content, including even "original short-form programming."
Although the official details of the original content have not yet been specified, given the explosive growth of "micro-dramas" in the global market over the past year, it is speculated that Disney is very likely to use its vast IP resources to produce short-form content suitable for mobile viewing.
Learning from ESPN's experience, targeting Gen Z and Alpha users
This isn't Disney's first foray into vertical content. Back in August 2025, Disney's sports channel, ESPN App, launched a feature called "Verts." Clearly, Disney gained enough data and user feedback from this experience to decide to replicate it on its core streaming platform, Disney+.
Erin Teague emphasized that this feature will be "natively integrated" into the app in a way that aligns with core user behaviors, rather than being an abrupt or random part of the user experience.
Disney's goal is very clear: to target Gen Z and Gen Alpha users. These younger viewers are more accustomed to watching short videos on their phones than sitting in front of a screen for long periods of time to watch feature films.
Goal: To make Disney+ a "must-visit" app every day.
In its statement, Disney further noted that the experience will evolve as news and entertainment content expands and will offer personalized recommendations. Its ultimate strategic goal is to transform Disney+ from a platform users only turn on when they want to watch a movie into a "must-visit daily destination."
