American entertainment giant Disney has announced its intention to add a short video section to its streaming service, Disney+, in the United States this year. This move aims to increase daily user engagement on the Disney+ platform. In an online post, the company stated that the short video experience on Disney+ "will evolve as it expands to include news and entertainment, offering a more personalized and dynamic experience, which will solidify Disney+'s position as a core daily destination." According to the Deadline website, short videos may include original short-form content, recycled material from social media, clips from TV shows or movies, or a mix of them. Erin Tieg, Vice President of Product Management at Disney Entertainment and ESPN, subsidiaries of Disney, said, "We are thinking clearly about how to integrate vertical video (the standard format for short videos on TikTok and Reels) in ways that align with core user behaviors, so the experience is not disjointed and random." This step follows Disney's launch of a dedicated vertical video streaming service in its ESPN app last year. By offering short videos on the Disney+ platform, the company is targeting younger users who are accustomed to watching short videos on their phones instead of long-form content like TV series and movies. Disney+ will not be the first streaming platform to explore vertical video, as Netflix launched a vertical streaming service last year, allowing users to browse short clips from the company's original content.
