Katarzyna Petru
In the near future, Disney+ users will be able to open the app and browse a feed of short vertical videos, similar to what is known from TikTok, YouTube Shorts, or Instagram Reels.
The announcement was made at the CES 2026 trade show, where Disney presented its plans to advertisers, reports the industry service Deadline. The new feature is set to be part of a broader strategy to increase advertising presence on Disney+. A specific launch date has not yet been provided.
Short, vertical content
The project is led by Erin Teague, EVP of product management at Disney. The manager has many years of experience gained at Google and openly points out that the inspiration for the new feature was YouTube Shorts, TikTok, and Instagram Reels.
– Vertical video works great as a daily habit – it's short, easily digestible, "snackable" experiences – said Erin Teague.
The new feed is set to offer short video content in vertical format, including clips from movies and series, short original productions from Disney+, social media content, news materials, or a mix of them.
Fight for Younger Viewers
The main goal of ChooseTV is to increase the frequency of app usage, particularly among representatives of Generation Z and Generation Alpha. Disney hopes that short videos will encourage younger users to open the app daily, even if they do not plan to watch a feature film or series.
Importantly, vertical video is not meant solely for the promotion of existing productions. Disney is announcing the creation of entirely new content designed from the ground up with the vertical format in mind.
– We are thinking about integrating vertical video in a way that is natural for user behaviours. It will not be random or disconnected from the rest of the experience – emphasised Teague.
If the project is realised as announced, ChooseTV will join the growing group of streaming platforms that increasingly draw on mechanisms known from social media, trying to capture audience attention in a world of short, fast content.
