What's Happening?
The Walt Disney Company is set to launch a TikTok-style vertical short-form video feed on Disney+ in the United States later this year. This new feature aims to expand the streaming service beyond its
traditional long-form content, encouraging more frequent daily use. Announced at Disney's Tech + Data Showcase at CES, the feed will allow users to swipe through short clips within the Disney+ app, similar to social media platforms like TikTok and Instagram Reels. The content will include original short-form videos, existing social media clips, and re-edited scenes from Disney, Hulu, and ESPN programming. The initiative is designed to make Disney+ a daily destination by regularly refreshing the feed with new content. The feed will be personalized based on user data, offering a mix of sports, news, and entertainment clips sourced from Disney's extensive portfolio.
Why It's Important?
This strategic move by Disney highlights the growing influence of short-form video content, particularly among younger audiences who favor mobile-first, vertical video experiences. By integrating a TikTok-like interface into Disney+, Disney aims to compete more directly with social media platforms for user engagement. The initiative is part of a broader strategy to enhance subscriber retention and advertising potential by increasing daily active users and session frequency. The success of this feature could significantly impact Disney's ability to maintain its competitive edge in the increasingly crowded streaming market. However, the company faces challenges in personalizing recommendations and maintaining its brand identity within a format often associated with user-generated content.
What's Next?
Disney plans to leverage its existing content library and previous experiments with vertical video to support the new feed, potentially reducing production costs. The company will monitor user response to the feature, which could influence future content strategies. If successful, the feed could lead to further integration of short-form content across Disney's platforms, potentially reshaping how the company approaches content delivery and user engagement.
