Disney is rethinking what Disney+ is supposed to be.
Instead of positioning the service solely as a library for movies and television, Disney is now steering Disney+ toward something much more familiar to modern audiences: a daily-use app built around short-form, scrollable content.
The company has confirmed plans to roll out vertical videos on Disney+, a format closely associated with TikTok, Instagram, and Facebook. While Disney isn’t adding likes, comments, or influencer culture, the underlying goal feels similar—keeping users engaged, scrolling, and returning throughout the day.
From “What Should I Watch?” to “What’s New?”
Traditional streaming apps revolve around a single question: what do you want to watch right now? Social platforms flip that question entirely. They surface content automatically, personalize it over time, and make discovery effortless.
Disney appears to be adopting that mindset.
By introducing vertical video, Disney+ can shift from a decision-heavy experience to one that feels lightweight and immediate. Instead of committing to a two-hour movie, users can jump in for a few minutes and still feel engaged.
That kind of interaction is how social apps become habits.
Built for Gen Z and Gen Alpha Expectations
Younger audiences don’t separate social media from entertainment. For them, short-form video is entertainment. Disney has acknowledged that Gen Z and Gen Alpha aren’t always looking to sit down and watch long-form content on their phones.
Vertical video allows Disney to meet those expectations without abandoning its storytelling roots. It creates an entry point—something quick and accessible—that can later funnel users toward deeper content when they’re ready.
This isn’t a replacement strategy. It’s an expansion strategy.
Not User-Generated—Still Very Disney
One major difference between Disney+ and traditional social media platforms is control. Disney isn’t opening the doors to user-generated uploads or creator monetization.
Instead, the company is leveraging what it already has: one of the largest and most recognizable content libraries in the world. Short-form clips, reimagined scenes, sports highlights, and original micro-content can all live inside a Disney-controlled ecosystem.
That gives Disney something most social platforms don’t have—premium IP at scale.
Why This Matters for the Future of Disney+
Turning Disney+ into a daily-use app changes how success is measured. It’s no longer just about subscriber counts or blockbuster premieres. It’s about time spent, frequency of visits, and habitual engagement.
That shift also strengthens Disney’s advertising strategy, opening the door to more integrated brand experiences and richer data insights.
Disney+ Is Becoming Something New
Disney isn’t calling this a social network. But the behavior it’s encouraging—scrolling, discovering, checking in daily—looks increasingly social.
As Disney+ evolves, it’s moving beyond the idea of streaming as a passive experience. Instead, it’s positioning the platform as a living, constantly updating feed of Disney content.
And that may be the most significant transformation Disney+ has undergone since launch.
