Disney+ launches vertical video with 'Verts' feature, expanding beyond content discovery

Disney+ is launching vertical video to subscribers in the United States today, with global rollouts to follow in the coming months. The streaming service has introduced a new 'Verts' feature that transforms how users discover and interact with content on mobile devices.

The new feature appears as a dedicated 'Verts' icon in the Disney+ tab bar on iPhone, allowing users to enter a vertical video feed with a single tap. Once inside, subscribers can swipe through a stream of scenes and moments from movies and shows available on Disney+, seamlessly adding content to their Watchlist or jumping directly into full playback.

From Disney's official announcement:

With a tap of the new Verts icon in the navigation bar on mobile, users enter a vertical video feed and can swipe through a stream of scenes and moments from movies and shows on Disney+, and seamlessly add to their Watchlist or jump directly into playback. With the latest streaming hits and an incredible catalog spanning more than 100 years of storytelling, we're making it easier for fans to discover what to watch next. Verts offers a fun, fast way to explore that catalog right from the moment users open the app. It brings the magic of Disney's storytelling into a format that feels modern, engaging, and tailor-made for how fans already enjoy discovering video on mobile devices.

The company reports that early testing of vertical video features has demonstrated increased user engagement on mobile platforms. This positive reception has encouraged Disney to view today's launch as just the beginning of a much larger vertical video strategy.

Disney's press materials indicate that the company's team is actively exploring ways to expand far beyond simple content discovery. The streaming giant specifically mentioned several potential directions for future development:

• Content from creators that reflects Disney's various fandoms
• Alternative storytelling formats
• New content types tailored for vertical viewing
• More personalized experiences based on viewing habits

The timing of this announcement is particularly interesting given Disney's recent partnership with OpenAI. The company had previously hinted that user-generated Sora videos would eventually appear on Disney+ platforms. With today's expanded vision for vertical video, it appears Disney has much more ambitious plans for this format than initially suggested.

This move by Disney+ reflects a broader industry trend toward vertical video consumption, particularly among mobile users. Platforms like TikTok have demonstrated the massive engagement potential of full-screen vertical content, and traditional media companies are increasingly adapting to this viewing preference.

For subscribers, the Verts feature represents a significant shift in how they'll interact with Disney's content library. Rather than browsing through traditional grid layouts or search functions, users can now discover content through an immersive, swipe-based interface that mirrors the experience they're already familiar with from social media platforms.

The global rollout of Verts will occur in phases following the US launch today. Disney has not provided specific timelines for international availability, but the company's track record suggests a measured expansion to other markets over the coming months.

This vertical video initiative also raises questions about content creation and curation. As Disney expands into creator content and alternative storytelling formats, the company will need to balance its traditional premium content with more experimental, user-generated material while maintaining its brand identity.

For developers and third-party content creators, Disney's expanded vertical video plans could open new opportunities for integration and collaboration. The company's mention of creator content suggests potential partnerships or submission processes may be developed as the platform evolves.

The success of Verts could influence how other streaming services approach mobile content discovery. If Disney's vertical video strategy proves successful in driving engagement and retention, competitors may feel pressure to develop similar features to remain competitive in the mobile streaming market.

As vertical video becomes increasingly central to Disney's mobile strategy, users can expect continued refinements and additions to the Verts experience throughout 2026 and beyond.