Disney+ pushes more microcontent after successful experiment
Disney first experimented with the approach on its new ESPN streaming app called 'verts'.
Disney is bringing more short-form videos, with plans to bring bite-sized “microcontent” to Disney+ in 2026 as it looks to unlock younger audiences accustomed to short attention span due to TikTok, Instagram Reels and similar formats.
As per Variety Australia, the announcement, made at CES on Wednesday, follows footsteps of short-form formats with sports fans.
Disney first experimented with the approach on its new ESPN streaming app, introducing short video segments termed as “verts”.
These clips feature key game moments, commentary and analysis from sports personalities, delivered through a scrollable feed that can be personalised to individual viewer interests.
Double down as a destination
Building on that, Disney said it plans to extend short-form video across news and entertainment content, positioning Disney+ as a more frequent, daily destination rather than a platform reserved for longer-form viewing.
The company has already trialled the concept through its news division.
In 2025, ABC News launched a daily short-form program on Disney+ titled What You Need to Know, hosted on weekdays by Rachel Scott or James Longman.
The leading media trade publication in Australia.
Get our top stories straight to your inbox daily by signing up to our Newsletter
Disney’s move mirrors a broader industry trend, with both media companies and advertisers experimenting with shorter, mobile-first storytelling.
Procter & Gamble is set to launch The Golden Pear Affair this month, a 50-episode “microsoap” debuting on social media before moving to a dedicated mobile app.
TelevisaUnivision has also been courting advertisers with short-form “microdramas” inspired by traditional telenovelas, recently partnering with dentsu on a custom Spanish-language series for JCPenney.
Helping hand for advertisers
Alongside its content announcements, Disney also outlined new advertising tools aimed at Madison Avenue.
The company showcased a new “brand portal” designed to help advertisers measure campaign impact across Disney properties, integrating data from partners including Affinity Solutions, CINT, EDO, Innovid and VideoAmp.
Dana McGraw, senior vice president of data and measurement science at Disney said:
“We’re empowering advertisers to move smarter and faster to reach their goals, with data and measurement guiding their strategy,”
Disney also introduced a new “impact metric”, which it said will provide insights into areas such as consumer attention, reach, brand health, search behaviour and actions taken following ad exposure.
