What happened
Streaming service Disney+ has launched a new feature in its mobile app — Verts, a vertical video feed of short clips from movies and TV shows. To open the feed, simply tap the Verts icon in the navigation bar: you can swipe through clips, add them to your watchlist, or immediately jump to the full movie or series.
How it works and why
According to the company, the feed curates content using a new recommendation algorithm based on user interests and past viewing. During testing, Verts has already shown a growth in audience engagement — users found clips that interested them more quickly and were more likely to move on to the full content.
"Short videos help viewers find what they like more quickly, and help creators get attention in an oversaturated market"
— Disney+ press release
What this means for Ukrainian creators
A large-scale platform with a vertical format makes content more visible to the casual viewer. If Disney+ allows integration of videos from creators and fans, this could become a promotional tool — from trailers for Ukrainian films to clips of key scenes from series. Media market analysts note: short clips work as a "shop window" — they increase the chance that a viewer will move on to the full product.
Context: Disney's bigger strategy
The launch of Verts should not be seen in isolation. The company's recent investment in technology — $1 billion in OpenAI — and personnel changes (reports say Josh D'Amaro will lead The Walt Disney Company in March 2026) signal a bet on combining content and technology. This means a greater focus on personalization and new formats for discovering audiences.
What to expect next
For now Verts is available in the mobile app and the company plans to expand features — from creator-submitted videos to new storytelling formats. For the Ukrainian industry this is an opportunity: systematic work adapting content to the vertical format and cooperation with the platform could increase visibility on the international market. The question is whether creators and distributors will be able to take advantage of this window of opportunity.
"This is not just a trend — it's a new way to discover audiences. Platforms that control the presentation format determine who will be visible tomorrow"
— Maria Ivanenko, media analyst
Conclusion
Verts is another example of how technology is changing content consumption. For Ukraine it is important not only to follow these changes but to act: adapt formats, use the platform's opportunities and work with fan communities so that short clips turn into full viewings and sustained engagement with viewers.
