Disney+ is set to launch vertical video content in the US by the end of 2026, a strategic pivot designed to transform the streaming giant into a daily habit for mobile-first users. Announced at the CES 2026 Tech + Data Showcase, the initiative follows the successful 2025 rollout of 'Verts' on the ESPN app. According to Erin Teague, Disney’s EVP of Product Management, the company plans to utilize the format for both promotional materials and original short-form programming, likely targeting the rising popularity of micro-dramas.

This move is a direct response to shifting consumer behavior, specifically targeting Gen Z and Gen Alpha demographics who prefer bite-sized, scrollable content over traditional long-form viewing. By integrating vertical video natively into the user experience, Disney aims to increase app engagement and daily active users, leveraging the format to keep viewers within the ecosystem longer.