Disney+ Launches ‘Verts,’ Its TikTok-Style Video Feed
▼ Summary
– Disney+ is launching Verts, a new TikTok-like short-form video feed for its U.S. mobile app, featuring clips from its movies and TV shows.
– The feature aims to boost daily engagement, reach mobile-first viewers, and help users discover content from Disney+’s extensive catalog.
– Users can swipe through the feed to add shows to their watchlist or start watching the full title directly.
– Disney plans to eventually expand Verts to include creator content and other formats, following successful early testing driven by a personalized recommendation algorithm.
– This move mirrors Netflix’s similar vertical video feed, as streamers target younger audiences accustomed to short-form mobile content to drive interest in full-length shows and movies.
Disney+ has officially begun rolling out its new short-form video feature, called Verts, to mobile app users in the United States. This vertical video feed, which was first detailed earlier this year, functions much like popular platforms such as TikTok, presenting users with curated clips and memorable moments pulled directly from the vast library of Disney+ films and series. The strategic move aims to enhance daily user engagement and attract a mobile-centric audience, simultaneously serving as a powerful tool for content discovery within the service’s extensive catalog.
Accessing the feed is straightforward through a dedicated new icon on the app’s navigation bar. Once inside, viewers can seamlessly swipe through an endless stream of clips. With a simple tap, they have the option to add the featured show or movie directly to their personal watchlist or begin streaming the full title immediately, creating a frictionless path from discovery to viewing.
The company emphasized the feature’s role in modernizing content exploration. “With the latest streaming hits and an incredible catalog spanning more than 100 years of storytelling, we’re making it easier for fans to discover what to watch next,” Disney stated. “Verts offers a fun, fast way to explore that catalog right from the moment users open the app. It brings the magic of Disney’s storytelling into a format that feels modern, engaging, and tailor-made for how fans already enjoy discovering video on mobile devices.”
Initially, Verts will focus on highlighting existing Disney+ programming. However, the company has plans to expand the offering. Future iterations are expected to include original content from creators within Disney’s various fan communities, alongside other innovative storytelling formats and personalized experiences, broadening the feed’s appeal and utility.
The decision to invest in this format follows promising internal testing. Early trials conducted in August on both Disney+ and ESPN indicated that Verts successfully drove additional user interaction. Disney credits this boost in engagement to a sophisticated, proprietary algorithm that powers the feed’s recommendations, tailoring the clip selection to individual viewer preferences. This focus on a personalized recommendation engine is a critical component, mirroring a key factor behind the massive success of social video platforms.
Disney+ is not pioneering this approach in the streaming world. Netflix introduced a similar vertical video feed last year, allowing users to browse clips from its original programming. Both services are clearly targeting a demographic of younger, phone-first viewers who have grown accustomed to consuming quick, snackable video content. The underlying strategy is clear: capture a user’s attention with a compelling short clip, and you significantly increase the likelihood they will commit to watching the complete movie or series it came from.
(Source: TechCrunch)
