Disney+ will launch a new vertical video feed in the United States later this year. The company aims to reach viewers who prefer short form content on their phones. The feature follows the debut of ESPN Unlimited Verts, which let fans swipe through personalized clips. Disney+ plans to combine this feed with the upcoming Disney+ Hulu app experience.
How the Feed Works and What It Offers
Erin Teague, Disney’s executive vice president of product management, explained the vision at the CES Tech and Data Showcase. She said the feed will adapt in real time based on a user’s last visit. It will show a dynamic selection of shows, movies, and short clips that match the viewer’s interests. The feed will refresh continuously, giving users fresh recommendations each time they open the app.
Tools for Advertisers
Disney is also rolling out a new video generation tool for advertisers. The tool lets brands create high quality, TV ready commercials using existing assets and brand guidelines. It uses AI powered technology to help creators scale ideas quickly. Jamie Power, senior vice president of Disney Advertising Addressable Sales, said the tool does not replace creative agencies but offers a new way to use data and audience signals.
Jodie Turner-Smith as Athena in Disney’s Live Action TRON: ARES. Photo by Leah Gallo. © 2025 Disney Enterprises, Inc. All Rights Reserved.
In addition, Disney Advertising is launching an AI powered internal tool for more intentional planning. The asset review and media planning tools are already in early use by Disney teams. The video generation tool will move into beta testing with select clients in the next few months.
Compass Platform Enhancements
Disney Advertising’s Compass platform already supports brand campaigns across the United States and Latin America. The platform will add a new brand portal that gives a unified view of performance across campaigns and platforms. The portal will feature category benchmarks and AI powered summaries that highlight key learnings and suggest new opportunities.
The portal will connect to measurement, data and outcomes vendors such as Affinity Solutions, CINT, EDO, Innovid and VideoAmp through Disney Compass.
Introducing a Brand Impact Metric
Disney Advertising is also unveiling a Brand Impact Metric. This single measurement combines attention, reach, brand health and search data. It gives advertisers a holistic view of campaign effectiveness.
Overall, the vertical video feed and the new advertising tools show Disney’s push to blend entertainment and marketing technology. Viewers will get a fresh, mobile friendly way to discover Disney+ content, while brands gain powerful tools to create and measure ads.
Source: The Wrap
