Verts: Disney+ is betting on a TikTok-style feed for discovery
Disney+ began rolling out Verts, its new short-form video feed, to U.S. users on its mobile app.
The feature aims to boost daily engagement and reach mobile-first viewers by increasing discovery across Disney+’s catalog. Verts competes directly with a similar vertical feed launched by Netflix last year.
Users access Verts through a new icon in the app’s navigation bar. The feed allows users to swipe through clips, add shows to their watchlist, or jump directly into content. Verts initially features scenes and moments from Disney+ movies and TV shows.
Disney stated Verts aims to make discovery easier across its catalog. The company said the feed brings storytelling into a modern, mobile-friendly format. Disney indicated Verts will eventually include creator content, other storytelling formats, and personalized experiences.
“Verts offers a fun, fast way to explore that catalog right from the moment users open the app,” the company wrote in a blog post. Disney added that Verts brings storytelling into a format “tailor-made for how fans already enjoy discovering video on mobile devices.”
Early testing in August on Disney+ and ESPN showed Verts drove additional engagement. Disney attributed this engagement to its “advanced algorithm” that powers the recommendation engine for Verts. The company believes the algorithm makes content personalized to each user.
Netflix launched a similar vertical feed last year, letting users scroll through clips from its original titles. Disney+ and Netflix are targeting younger, mobile-first users with short-form video to potentially lead them to watch full shows or movies. Disney+ first announced Verts in January.