Media giant Disney is bringing vertical video to streaming platform Disney+ in the US this year. The move marks a significant moment for the fast-growing format as it continues its surge from social platforms into premium streaming environments.
Unveiled at CES in Las Vegas during Disney’s Global Tech & Data Showcase, the move signals the company’s intent to adapt to changing viewing behaviours shaped by TikTok, Reels and Shorts – and to give advertisers new ways to reach audiences.
Disney execs said the launch follows the successful debut of vertical video formats, branded ‘Verts’, on the ESPN app. It also reflects a broader industry pivot as vertical video has boomed over the past year, moving beyond mobile-first social feeds and into connected TV and streaming experiences.
Disney said the aim is to reinforce Disney+ as a “must-visit daily destination,” while aligning ad experiences more closely with how fans already consume short-form video. It said the vertical video experience on Disney+ will evolve over time, expanding across news and entertainment and becoming more personalised and dynamic.
The announcement formed part of a wider showcase of advertising, data and AI-driven tools designed to deliver what Disney execs described as “stronger outcomes” for brands. “Advertisers are raising the bar for both accountability and innovation,” said Rita Ferro, president of global advertising at The Walt Disney Company. “Disney brings together world-class storytelling and the technology that connects brands with fans at scale across premium live sports and entertainment experiences.”
Alongside vertical video, Disney revealed a new AI-powered video generation tool that allows advertisers to create high-quality, CTV-ready ads using existing brand assets. The tool supports creative versioning by audience, context and placement, informed by performance signals, with human oversight built into the process. Known and Instinct Pet Food are among the first brands testing the technology.
On the planning side, Disney introduced an internal AI-powered tool designed to streamline campaign setup by capturing objectives, audience intent and timing, allowing teams to focus more on strategy and collaboration rather than execution.
Measurement was another major theme. Disney is expanding Disney Compass, launched last year, into a broader brand portal that unifies planning, data collaboration and measurement across platforms. Currently live in the US and Latin America, the system will roll out to EMEA next. New AI-powered summaries will highlight key learnings and surface optimisation opportunities while campaigns are live.
For Erin Teague, EVP of product management, the move toward vertical video sits within a broader push around personalisation as Disney continues to unify Disney+ and Hulu. “We’re driving content discovery that complements each unique fan and exposes everyone to the full depth and breadth of our one-of-a-kind library,” she said.
Pictured: Rita Ferro, courtesy of Disney
