Disney+ to add vertical, mobile-first video feed in U.S.

Collider reports Disney+ will roll out a vertical, swipeable, mobile-first video feed in the U.S. later this year, shifting the platform toward an experience more like a phone home screen after the announcement at Disney’s Tech & Data Showcase at CES. Disney said the new vertical feed will serve "personalized, short-form video designed to be consumed entirely on mobile devices." Erin Teague, Disney executive vice president of product management, said: "Over time, we’ll evolve the experience as we explore applications for a variety of formats, categories, and content types for a dynamic feed of just what you’re interested in refreshed, in real time, based on your last visit." The company is also launching a video generation tool to help advertisers create connected-TV-ready commercials from existing brand assets; Jamie Power said, "This isn’t about replacing the incredible work creative agencies do.

It’s about rethinking what’s possible." The tool is already in early internal use and will move into beta testing with select advertisers in the coming months. Disney additionally revealed an AI-powered internal planning tool, an expanded Compass brand portal and a new Brand Impact Metric meant to measure attention, reach, brand health and search across campaigns.

Key Topics

Tech, Disney+, Vertical Video, Erin Teague, Jamie Power, Video Generation Tool