Disney+ Launches ‘Verts’: A TikTok-Style Vertical Video Feed
Disney+ is rolling out “Verts,” a new short-form vertical video feed, to U.S. Users on its mobile app. The feature, designed to boost engagement and content discovery, mirrors the functionality of platforms like TikTok and Instagram Reels. The launch, announced in January at CES, marks Disney’s latest effort to adapt to evolving consumer viewing habits and attract mobile-first audiences.
What is Verts?
Verts presents users with a stream of vertical video clips sourced from Disney’s extensive 100-year entertainment library. Accessible via a new icon in the app’s navigation bar, the feed allows users to swipe through scenes and moments from Disney films and shows. Users can directly add shows to their watchlist or jump into full-length content from within the Verts feed [TechCrunch].
How Does it Work?
Disney has developed an “advanced recommendation algorithm” to personalize the Verts experience. This algorithm analyzes user behavior to suggest content likely to be of interest, similar to the recommendation systems employed by TikTok and Instagram [The Hollywood Reporter]. Early testing, conducted in August on both Disney+ and ESPN, indicated that Verts drove increased user engagement [TechCrunch].
Beyond Existing Content: The Future of Verts
While initially populated with clips from Disney’s existing catalog, Disney envisions expanding Verts to include content from creators who celebrate Disney fandoms. This potential expansion could encompass various storytelling formats and personalized experiences [The Hollywood Reporter]. The company is also exploring the integration of content created using OpenAI’s Sora, though the implementation details are still under development [The Hollywood Reporter].
Verts and ESPN
Disney is not new to the vertical video format. The “Verts” moniker was first used by ESPN within its own app [The Hollywood Reporter].
Key Takeaways
- Disney+ is launching Verts, a short-form vertical video feed.
- The feature is designed to increase user engagement and content discovery.
- Verts utilizes an advanced recommendation algorithm to personalize the viewing experience.
- Disney plans to expand Verts to include creator-generated content and potentially AI-generated content from OpenAI’s Sora.