Disney+ adds vertical video and AI personalization

Disney+ is undergoing a significant transformation, moving far beyond simply offering a library of content. The streaming giant is leveraging cutting-edge technology to turn its platform into a dynamic, interactive hub designed for global audiences. This evolution is all about making content discovery more engaging and connecting fans deeper with the Disney ecosystem.

A major centerpiece of this upgrade is the introduction of Verts, short-form video clips designed in the style of TikTok. This feature allows mobile users to engage with vertical videos and microcontent, facilitating quick discovery and enhanced interaction with the vast library of shows and movies available on the platform. The results have been immediate and impressive: nearly 40% of mobile Disney+ users have already explored Verts since its launch in March, demonstrating a strong appetite for this new format.

The ripple effect extends across the entire Disney ecosystem. On the ESPN App, similar personalization efforts have generated massive viewing time, attracting over 24 million users and accumulating more than 1.5 billion minutes of viewing time since August 2025. This success proves that integrating short-form content and intelligent personalization is a winning formula.

But the innovation doesn’t stop there. Disney is now focusing on using these tools to foster deeper fan engagement, aiming to make the platform more than just a content repository. The next phase involves creating community-driven experiences through creator partnerships, original storytelling initiatives, and the distribution of podcasts and microcontent, transforming passive viewing into active participation.

Beyond short-form video, the company is committing to local narratives, aiming to inject regional flavor into the streaming experience. Over the next three years, Disney plans to roughly triple the number of local original series on Disney+. This strategy emphasizes empowering local filmmakers and fostering regional partnerships, with the goal of ensuring these stories reach audiences far beyond their original markets.

Sports coverage is also receiving a major infusion of intelligence and interactivity. Through AI-powered personalization and new interactive features like SportsCenter For You, StreamCenter, and Multiview, the platform offers fans unprecedented control over how they follow their favorite teams and events. Furthermore, Disney is boosting its sports offering by bringing more ESPN content and live sports to the service, including select college football games and College GameDay simulcasts in the U.S.

These cumulative upgrades position Disney+ as a truly comprehensive destination—a seamless blend of global originals, high-quality sports coverage, and dynamic vertical video content. It is a clear demonstration that the future of streaming lies in intelligent personalization and community-focused interaction.