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 expected 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 indicates 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 supposed to offer short video content in a vertical format, including clips from movies and series, short original productions from Disney+, content known from social media, informational materials, or their mix.
The Fight for Younger Viewers
The main goal of ChooseTV is to increase the frequency of app usage, especially among members 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 full-length movie or series.
Importantly, vertical video is not intended solely for promoting existing productions. Disney announces the creation of completely new content designed from the ground up with the vertical format in mind.
– We think about integrating vertical video in a way that feels natural to user behavior. It will not be random or disconnected from the rest of the experience – emphasized Teague.
If the project is realized as promised, ChooseTV will join the growing group of streaming platforms that increasingly draw from mechanisms known from social media, trying to hold viewers' attention in a world of short, quick content.
