Disney+ Aims to Lure Young Audiences with TikTok-Inspired Short-Form Videos
As younger viewers increasingly prefer bite-sized content, The Walt Disney Company is set to roll out short-form, vertical video clips on its streaming platform in the US later this year. According to Erin Teague, executive vice president of product management for Disney Entertainment and ESPN, the move is part of a broader strategy to boost daily engagement and meet the expectations of younger audiences.
The initiative builds upon Disney's previous experiment with "Verts," short sports highlights clips launched on the ESPN app last year. However, this new push promises a more personalized experience that seamlessly integrates short-form video into the main Disney+ interface.
By adopting TikTok-style vertical videos, Disney aims to replicate the daily engagement habits that have made social media platforms so successful among younger demographics. The studio acknowledges that streaming services now prioritize advertising revenue over subscriber growth, and short-form content is seen as a key driver of increased user retention.
TikTok's pioneering efforts in this space have prompted other major players to follow suit. Meta introduced Instagram Reels in 2020, while YouTube launched Shorts in 2021. Now, it appears that Disney+ will be joining the ranks of these platforms by incorporating short-form video content into its app.
Teague emphasized that mobile is a key opportunity for Disney+, and the studio plans to introduce a unified app featuring all short-form Disney content. The experience will evolve over time to incorporate dynamic feeds, real-time refreshes based on user preferences, and diverse formats across news, entertainment, and sports categories.
The move is also seen as an effort to connect with younger audiences, who are increasingly accustomed to consuming content in shorter, more fragmented formats. As Teague noted, "This is what Gen Z and Gen Alpha are expecting... They're not necessarily thinking about sitting down, watching a long-form piece of content on their phones."
While Disney's foray into short-form video content isn't new, the studio's approach differs from Netflix's similar experiment, which primarily aimed to promote longer shows and movies. By integrating these clips as an integral part of the overall Disney+ experience, the company hopes to create a more engaging and immersive experience for its users.
As younger viewers increasingly prefer bite-sized content, The Walt Disney Company is set to roll out short-form, vertical video clips on its streaming platform in the US later this year. According to Erin Teague, executive vice president of product management for Disney Entertainment and ESPN, the move is part of a broader strategy to boost daily engagement and meet the expectations of younger audiences.
The initiative builds upon Disney's previous experiment with "Verts," short sports highlights clips launched on the ESPN app last year. However, this new push promises a more personalized experience that seamlessly integrates short-form video into the main Disney+ interface.
By adopting TikTok-style vertical videos, Disney aims to replicate the daily engagement habits that have made social media platforms so successful among younger demographics. The studio acknowledges that streaming services now prioritize advertising revenue over subscriber growth, and short-form content is seen as a key driver of increased user retention.
TikTok's pioneering efforts in this space have prompted other major players to follow suit. Meta introduced Instagram Reels in 2020, while YouTube launched Shorts in 2021. Now, it appears that Disney+ will be joining the ranks of these platforms by incorporating short-form video content into its app.
Teague emphasized that mobile is a key opportunity for Disney+, and the studio plans to introduce a unified app featuring all short-form Disney content. The experience will evolve over time to incorporate dynamic feeds, real-time refreshes based on user preferences, and diverse formats across news, entertainment, and sports categories.
The move is also seen as an effort to connect with younger audiences, who are increasingly accustomed to consuming content in shorter, more fragmented formats. As Teague noted, "This is what Gen Z and Gen Alpha are expecting... They're not necessarily thinking about sitting down, watching a long-form piece of content on their phones."
While Disney's foray into short-form video content isn't new, the studio's approach differs from Netflix's similar experiment, which primarily aimed to promote longer shows and movies. By integrating these clips as an integral part of the overall Disney+ experience, the company hopes to create a more engaging and immersive experience for its users.
, this is actually pretty genius. Short-form video content on Disney+ could be a total game-changer. I mean, let's be real, TikTok is killing it right now 
and other platforms are already jumping on the bandwagon. By bringing that style to Disney+, they're showing Gen Z and Alpha that they value their time 
. It's all about catering to their short attention span nowadays 
. And, I gotta give credit, integrating these clips into the main app could be a total win for user engagement 
. Netflix didn't exactly nail it with their attempt, but Disney+ might just do it better 
.
I think this is gonna be lit! 
Disney's trying to keep up with the times by incorporating short-form videos into their platform. Gen Z and Alpha are all about bite-sized content, and Disney wants to make sure they're included in the fun 
. This move could really boost engagement on the app and keep users coming back for more. It's also cool that they're thinking outside the box with personalized experiences and dynamic feeds. I'm curious to see how this will play out and if it'll be a game-changer for Disney+ 
disney+ is gettin all in on the short-form video vibe now! they're talkin about changin up the game like tiktok style vids, vertical format, all that jazz 
and it's lowkey genius! 
they wanna cater to those younger audiences who are all about bite-sized content and i'm here for it 
plus it's a great way to increase user retention and get more ad revenue on the side 
meta and youtube already jumped on this bandwagon, so disney+ is just catchin up 
what do u think tho? would u be down for more short-form vids on disney+? 
! Short-form vids are literally where it's at right now 
. I mean, think about it - TikTok is basically a short-form video platform, and look how huge it's gotten 
. And let's be real, who doesn't love scrolling through their fave shows and vids in one place? It's all about convenience and accessibility now 
. Bring on the short-form Disney+ vibes! 
but i guess it makes sense they wanna reach the younger crowd 
But seriously, it's all about catering to the younger crowd that's getting tired of watching long-form content on their screens. It's like, we get it, TikTok is where it's at right now 
, so Disney+ wants in on the action.
. It's all about bite-sized, snackable content that fits their attention span.
and whats up with them putting the short vids in the main app? wont that just make it hard to find longer shows like the ones we actually wanna watch? i mean i love a good breather from tiktok-style vids every now and then 
And don't even get me started on this "unified app" idea. It sounds like they want to control every aspect of our viewing experience, from the content we watch to when it's available. I mean, who needs personal freedom when you have Disney+? 
. Wake up, sheeple! 
. I guess I'll have to see how this plays out, but I'm still skeptical about the value of these tiny videos 
I mean, I'm all for giving the younger crowd what they want, but let's not forget about the OG fans who still wanna watch a decent 2hr movie 
and whats next? are we gonna have 10 second clips of cartoon characters doing funny dances? 
I gotta say, it's about time Disney gets on board with this TikTok thing! I mean, let's be real, younger audiences are all about that short-form content life 
! But, at the same time, I'm a little skeptical about how it's all gonna work out... I mean, with so many platforms doing this now, it feels like Disney is just jumping on the bandwagon 
. Still, I'm here for it, and I hope it helps 'em stay ahead of the game 
It's all about creating that daily engagement and keeping users hooked, which is genius in my book