Disney+ Plans TikTok-Style Video Feed to Boost Daily Engagement

LAS VEGAS: Disney+ is planning to roll out a TikTok-style short-form video feed in the United States later this year, signaling a major shift in how the streaming platform wants audiences to discover and engage with content.

The update was announced during Disney’s Tech + Data Showcase at CES 2026, highlighting the company’s broader strategy to increase daily user engagement and attract mobile-first, scrolling-oriented viewers.

According to Disney, the new feature will introduce a dedicated vertical feed of short videos, featuring original clips, curated social-style content, and brief highlights from Disney’s movies and television shows. The experience is designed to feel intuitive for mobile users, allowing content discovery through vertical scrolling rather than traditional menu-based browsing.

Executive Vice President of Product Management for Disney Entertainment and ESPN, Erin Teague, said the goal is to align discovery with how audiences already consume content on their phones. Instead of selecting a title upfront, users will be able to casually scroll through short clips that surface shows, franchises, and moments tailored to their interests.

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Disney has previously experimented with short-form video formats through its ESPN app, which introduced personalized feeds of sports highlights and real-time updates in 2025. The apparent success of that initiative helped pave the way for expanding the concept to Disney’s main streaming platform.

The move comes as streaming services increasingly compete with social media platforms for user attention. Younger audiences, in particular, favor quick, snackable content before committing to full-length episodes or films. Short-form feeds lower the barrier to entry by prioritizing passive discovery over deliberate selection.

Disney+ is following an industry-wide trend, with rivals such as Netflix already testing vertical discovery feeds. However, Disney aims to differentiate its approach through deeper personalization, alongside a blend of entertainment highlights, behind-the-scenes footage, and franchise updates.

If successful, the new feature could transform Disney+ into a platform users open daily, blurring the line between traditional streaming services and social media-style content ecosystems.