Key Facts
- ✓ Disney Plus will get a vertical video feed later this year.
- ✓ The feature was announced at the Global Tech & Data Showcase at CES.
- ✓ The goal is to turn the app into a 'must-visit daily destination.'
- ✓ The feed will include original short-form programming and repurposed social clips.
Quick Summary
Disney is preparing to introduce a vertical video feed to the Disney Plus streaming service. The announcement was made during the company's Global Tech & Data Showcase at the Consumer Electronics Show (CES). This new feature is scheduled to launch later this year.
The primary objective is to create a personalized and dynamic viewing experience. Disney plans to utilize the vertical format across various content categories. The integration is expected to include news and entertainment programming. This strategy aims to make the app a daily destination for users.
The CES Announcement
Disney unveiled the upcoming feature at the Consumer Electronics Show (CES). The announcement was part of the company's Global Tech & Data Showcase. This event is specifically designed for advertisers. The company detailed its plans to integrate a vertical video feed directly into the Disney Plus application.
The timing of the reveal highlights Disney's focus on new advertising technologies. By introducing this feature at CES, the company signals its intent to monetize this new format. The vertical feed represents a significant shift in how content will be presented on the platform.
"explore its use in a variety of ways across categories, and content types, for a personalized and dynamic feed."
— Disney Announcement
Strategic Goals
The company outlined specific objectives for the new feature. According to the announcement, the goal is to "explore its use in a variety of ways across categories, and content types." This exploration is intended to build a "personalized and dynamic feed" for users.
Disney aims to expand the app's utility beyond traditional long-form viewing. The strategy includes:
- Expanding into news content
- Integrating entertainment clips
- Creating a daily user habit
The ultimate aim is to turn Disney Plus into a "must-visit daily destination." This suggests a move toward a more social and interactive platform experience.
Content Format
The vertical video feed will feature specific types of content. Based on details from the announcement, the feed will include "original short-form programming." This content is likely designed specifically for mobile viewing.
In addition to original content, the feed will feature "repurposed social clips." This suggests that existing content from other platforms may be adapted for the Disney Plus app. The mix of original and repurposed content aims to keep the feed fresh and engaging.
Conclusion
The introduction of a vertical video feed marks a major evolution for Disney Plus. By prioritizing mobile-first content, Disney is adapting to changing viewer habits. The integration of news and short-form entertainment aims to increase daily engagement.
As the launch date approaches later this year, the industry will watch closely. This move positions Disney Plus to compete more directly with social media platforms for user attention.
"turning Disney+ into a must-visit daily destination."
— Disney Announcement
"original short-form programming, repurposed social clips"
— Disney Executive
