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 those known from TikTok, YouTube Shorts, or Instagram Reels.
The announcement was made during 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
Erin Teague, EVP of Product Management at Disney, is responsible for the project. The manager has many years of experience gained at Google and openly points out that the inspiration for the new feature came from YouTube Shorts, TikTok, and Instagram Reels.
– Vertical video works great as a daily habit – it’s short, easily digestible, “snackable” experiences – Erin Teague said.
The new feed is set to offer short video content in a vertical format, including clips from films and series, short original productions from Disney+, social media content, informational materials, or a mix of these.
The Fight for Younger Viewers
The main goal of ChooseTV is to increase the frequency of usage of the app, 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 promoting existing productions. Disney announces the creation of completely new content designed from scratch with the vertical format in mind.
– We think about integrating vertical video in a way that is natural for user behaviour. It will not be random or detached 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 viewers' attention in a world of short, fast content.
