Disney+ is adding a TikTok-style vertical video feed to its app.

For several years, streaming platforms have been looking for new ways to attract viewers’ attention. Faced with the popularity of short videos on social media, some players in the sector are now adapting their interfaces to offer similar formats.

After mentioning the project at the last CES, Disney has just announced the arrival of a new feature on its streaming service: "Verts", a vertical video feed directly inspired by the uses of TikTok or Instagram.

A vertical video feed with clips from movies and series

A new way to discover Contents? – Source: Disney+

Announced on the Disney+ website, the "Greens" feature is rolling out this week on the Disney+ mobile app, with a new tab accessible from the navigation bar. Once activated, the user accesses a feed of vertical videos that they can browse by swiping the screen, just like on social media.

Initially, these videos are composed of clips from the Disney catalog, which covers more than a century of productions. Users can thus discover scenes or memorable moments from films and series available on the platform.

However, this feature is not limited to simply viewing clips, as it also allows users to directly start playing the associated film or episode, add the content to their watchlist, and discover new productions through this short format.

To personalize the experience, Disney indicates that it has integrated an advanced recommendation algorithm, designed to suggest excerpts likely to interest each user.

A first step towards other short formats?

The feature is accessible at the bottom of the screen – Source: Disney+

The arrival of "Greens" would only be the beginning for Disney. During its presentation, the company described this launch as "the first scene of the first episode of a multi-season series,", suggesting that other vertical video formats are already being considered. Among the possibilities mentioned, Disney specifically cited content created by creators, who could produce videos based on the group's franchises, characters, or theme parks. Other short formats could also appear in the future, such as micro-dramas or narrative experiences adapted for smartphones. Furthermore, since December, the platform has also been working on integrating content generated with Sora, OpenAI's video tool, even though this project has not yet been deployed.

With "Verts," Disney+ is thus part of a broader trend that aims to bring streaming closer to mobile usage and short formats, which are now dominant in online content consumption…