Disney+ announced a major change at CES 2026 in Las Vegas. The streaming service will add vertical videos that resemble those on TikTok. This new feature will launch later this year on phones. Disney wants to attract younger viewers who prefer short videos on their mobile devices.
Erin Teague leads product management for Disney Entertainment and ESPN. She explained the feed will show original short clips. It will also include quick videos made from Disney movies and TV shows. The feature is initially introduced on mobile apps. Disney might expand it to other devices later.
Disney initially tested this idea through ESPN. ESPN launched “Verts” in August 2025. This vertical video feed mixed short clips with longer sports content. It targeted viewers from Gen Z and Gen Alpha. These audiences regularly watch TikTok, Instagram Reels, and YouTube Shorts. ESPN saw good results. This convinced Disney to roll out vertical videos across Disney+.
The company faces intense competition in the streaming industry. Netflix tested short-form videos in May 2025. Other rivals include Max, Amazon Prime Video, and TikTok itself. Disney+ had 132 million subscribers in September 2025. The company needs to keep people watching daily. This helps justify the high subscription prices. Disney also wants to reduce cancellations, especially among younger users.
Price Hikes and Fan Backlash
Disney raised prices three months before the CES announcement. The changes took effect on October 21, 2025. The ad-free plan jumped from $15.99 to $18.99 per month. This added $3 to monthly bills, a 19% increase. The ad-supported tier increased to $11.99, a $2 increase.
Subscribers complained loudly on Reddit and other platforms. Many felt frustrated paying more money. They said Disney wasn’t adding enough new content. The price hikes came as Disney announced vertical videos. This timing made fans even angrier.
Disney saw more cancellations in late 2025. Churn rates increased after the price changes. Other controversies also drove subscribers away. The combination hurt Disney’s streaming numbers.
Reddit users on r/DisneyPlus harshly criticized the vertical video plan. They called it “desperate.” Some discussed the “TikTokfication” of Disney+. Many viewed this as a betrayal. Disney+ built its reputation on high-quality, long-form shows and movies. Fans watched these on TVs in their living rooms. Now, Disney appears to be copying free platforms like TikTok.
Users accused Disney of prioritizing algorithms over quality content. They worried the new format would hurt the user experience. Past Disney+ redesigns already made finding shows harder. Adding vertical videos might make navigation even worse. Some fans feared Disney cares more about trends than its loyal subscribers.
The Risky Bet Ahead
Disney faces huge challenges rolling out this feature. The company must produce thousands of short video clips. Editorial teams need training for vertical formats. This differs greatly from traditional TV and movie production. Disney must also rebuild its recommendation algorithms. The new system needs to suggest both short clips and full-length content.
Industry analysts express doubt about Disney’s plan. Balancing premium long-form content with short videos seems difficult. Other streaming services struggled with similar changes. Disney risks confusing its identity. Is it a premium destination for quality entertainment? Or is it another TikTok clone?
Subscriber retention hangs in the balance. Success could keep viewers engaged longer each day. It might attract the younger audience Disney desperately wants. But failure carries serious risks. Disney could alienate its loyal fans. These core subscribers might leave without being replaced by new users.
This move tests Disney’s ability to evolve. The streaming market is saturated and competitive. Disney+ must change without losing what made it special. The stakes are high for 132 million subscribers. Investors rely heavily on streaming revenue. How this vertical video experiment performs will shape Disney+’s future. It may also influence how other streaming services approach short-form content. The entire industry is watching closely.
Sources:
TheStreet, Disney+ makes a controversial upgrade adding vertical video format angering subscribers, January 10, 2026
PCMag, Disney+ Is Getting a TikTok-Style Vertical Video Feed Later This Year, January 8, 2026
Variety, Disney+ coverage, January 2026
Deadline, Disney+ coverage, January 2026
Bloomberg, Disney Is Raising Streaming Prices, January 10, 2026
Reuters, Disney+ to raise subscription prices for fourth consecutive year, September 23, 2025