""We'll look to evolve the experience over time," a Disney announcement said of the vertical video plan, which follows "Verts" joining the beefed-up ESPN app when it launched last August. The aim is to "explore its use in a variety of ways across categories, and content types, for a personalized and dynamic feed. That will include expanding across news and entertainment, turning Disney+ into a must-visit daily destination.""
""In an interview prior to the Wednesday showcase, Erin Teague, EVP of Product Management for Disney Entertainment and ESPN, said "everything's on the table" in terms of how vertical video is delivered on Disney+. It could be original short-form programming, repurposed social clips, refashioned scenes from longer-form episodic or feature titles or a combination. "We're obviously thinking about integrating vertical video in ways that are native to core user behaviors," Teague said. "So, it won't be a kind of a disjointed, random experience.""
Disney+ is adding vertical videos later this year and plans to expand the format across news and entertainment to boost daily engagement. The rollout builds on vertical "Verts" already in the ESPN app and will include original short-form programming, repurposed social clips, refashioned scenes from longer titles, or combinations of those formats. New advertising offerings include a "brand impact" metric and a video generation tool to create high-quality connected-TV-ready commercials using existing assets and guidelines. Executives emphasize integrating vertical video natively with user behaviors and treating short-form verticals as snackable, daily-habit content.
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