streaming & tech•Thu, October 8, 2026•4 min read

Disney is Betting Big on 'Verts' to Turn Disney+ Into Your New Daily Habit

Disney is aggressively expanding its 'Verts' vertical video format across its mobile portfolio, including ABC News and Disney+. The move signals a strategic shift from tracking monthly hours to daily user engagement, directly challenging the dominance of social media apps.

A New Strategy for the Streaming Giant

For years, the streaming industry defined success by how many hours a user spent binge-watching content on their television. However, Disney is pivoting its strategy to focus on a different metric: frequency. By integrating a vertical video feed—dubbed 'Verts'—into its mobile applications, the company is aiming to transform its platforms from occasional weekend destinations into daily digital habits.

The latest move sees ABC News adding this short-form feed to its mobile app, following successful implementations across ESPN and Disney+. This expansion marks a major shift in how the entertainment behemoth views its mobile user base.

Why Vertical Video Matters

The rise of TikTok, Instagram, and YouTube has proven that users crave bite-sized, scrollable content. By adopting the vertical format, Disney is meeting users where they already spend their time. The goal is to provide a 'snackable' experience that feels native to mobile devices rather than forcing a traditional TV-first interface onto a phone screen.

Frequency over duration: Shifting focus from monthly hours to daily visits.
Mobile-first design: Adapting content for natural mobile consumption habits.
Discovery engine: Using short clips to funnel users toward more extensive, long-form journalism and entertainment.
Proven engagement: 'Verts' already accounts for 65% of user-initiated short-form video starts on the ESPN app.

The Impact on the Streaming Landscape

Disney is not alone in this transition. Netflix has also begun testing similar vertical video features on its mobile app to better serve business growth in the coming decade. For Disney, the stakes are high. Approximately 43% of Disney+ mobile users have already interacted with the 'Verts' feature, suggesting that the audience is hungry for these dynamic, personalized feeds.

Vertical videos are really great as daily habits. snackable, short, bite sized experiences.
— Disney Representative

Ultimately, the shift is about more than just format—it is about retention. By providing a personalized, dynamic feed of news and entertainment, Disney hopes to turn its mobile apps into a 'must-visit' destination, effectively competing with social media for a slice of the daily dopamine hit.

Key Takeaways

Disney is expanding its vertical video feature, 'Verts,' to the ABC News mobile app.
The strategy focuses on increasing user frequency rather than just hours spent watching.
Data shows 65% of short-form video starts on ESPN now come from the vertical feed.
Approximately 43% of mobile Disney+ users have interacted with the new format.
The move mirrors broader industry trends, with competitors like Netflix also testing vertical interfaces.

FAQ

What is 'Verts'?

Verts is Disney's proprietary vertical video format designed for mobile devices, mimicking the scrolling style of social media apps like TikTok.

Where can users find these vertical videos?

Vertical videos are currently available within the ESPN and Disney+ apps, with a new rollout currently underway for the ABC News mobile app.

Why is Disney focusing on vertical video?

Disney is aiming to boost daily user engagement and compete with social media platforms by providing bite-sized, snackable content.

Are these videos meant to replace full-length content?

No, Disney views the format as an enhancement to the service that helps drive discovery and funnel viewers toward longer-form reporting and entertainment.