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Disney+ Launches Vertical Video Hub to Attract Younger Audiences

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  Published in Media and Entertainment on Wednesday, January 7th 2026 at 22:15 GMT by The Hollywood Reporter
      Locales: California, UNITED STATES

Burbank, CA - January 8, 2026 - Disney+ is making a significant strategic shift to capture the attention of younger, mobile-first audiences with the launch of a dedicated vertical video hub, slated to roll out this spring in the U.S., Canada, Australia, and the U.K. This move signifies a deeper commitment to short-form content and leverages the power of artificial intelligence to enhance content discovery and delivery.

The streaming giant, traditionally known for its long-form movies and series, has been observing the immense popularity of platforms like TikTok and YouTube Shorts. Sean Harowitz, Disney+'s SVP of Content Strategy, revealed the plans at the JP Morgan Technology, Media & Telecom Conference this week, emphasizing the success Disney has already seen with short-form clips shared across those external platforms. "We're seeing a lot of really great success with our shorts content... and we're seeing a lot of viewership," Harowitz stated. "We think there is a lot of opportunity to really bring that kind of content to Disney+ and serve it to our users."

This isn't simply a case of replicating existing short-form video ecosystems. Disney+ intends to build a unique, integrated experience within its existing subscription service. The hub will feature a dual strategy: repurposing existing content from its vast library, and commissioning original, vertically-native content. This approach allows Disney+ to quickly populate the hub without relying solely on new production, while also providing opportunities for innovative storytelling designed specifically for the vertical format.

The AI Advantage: From Long-Form to Snappy Clips

The core of this new initiative lies in its application of artificial intelligence. Disney+ isn't planning to have a team of editors manually chopping up films and series. Instead, the platform intends to utilize AI algorithms to automatically identify engaging and shareable moments from its existing catalogue. This technology will analyze visual and auditory cues, pacing, and even emotional resonance to pinpoint scenes most likely to perform well as standalone vertical videos.

"The AI will be instrumental in identifying those moments that truly resonate with our audience," explained a source within Disney+'s content strategy team, who requested anonymity. "It's not about randomly cutting up films. It's about finding the emotional peaks, the funny gags, the visually stunning sequences, and presenting them in a format tailored for quick consumption."

The implications are significant. This automated editing process not only drastically reduces production costs but also allows Disney+ to rapidly iterate and respond to viewer preferences. The AI can learn which types of clips perform best, refining its selection process over time and ensuring a continuously optimized stream of short-form content. This is a departure from the traditional "one-size-fits-all" approach to content delivery, and instead embraces a highly personalized experience.

Addressing the Changing Media Landscape

The move signals a broader acknowledgment within Disney of the changing media landscape. Gen Z and younger Millennials increasingly consume content on mobile devices, favoring quick, digestible formats over lengthy narratives. While Disney+ remains a powerful force in long-form entertainment, ignoring this shift in consumption habits would be a strategic misstep.

Analysts predict this vertical video hub could significantly impact Disney+'s subscriber engagement. By providing a constant stream of fresh, entertaining content tailored to mobile viewing, Disney+ aims to increase daily active users and reduce churn. The integration within the existing Disney+ app also allows for seamless transitions between long-form and short-form content, potentially encouraging users to explore both.

The initial rollout in select countries will serve as a testing ground for the hub, allowing Disney+ to gather data and refine the AI algorithms before a wider global launch. The company has not yet announced any specific content partnerships or original productions planned for the vertical hub, but further announcements are expected in the coming months. Disney+ is clearly betting on AI-powered vertical video to solidify its position as a dominant force in the streaming wars and attract the next generation of entertainment consumers.