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Stop the world, we want to get off, because Disney+ is about to look a lot less like a traditional streaming service — and a lot more like your phone’s home screen. The platform will roll out its own vertical video feed in the U.
S. later this year, officially bringing swipeable, mobile-first content to Disney’s flagship streamer. The announcement was made during Disney’s Tech & Data Showcase at CES, and this is going to be one of the most controversial things Disney has done in the last few years. According to Disney, the new vertical feed will serve"personalized, short-form video designed to be consumed entirely on mobile devices." Disney executive vice president of product management Erin Teague explained the thinking behind the shift: “Over time, we’ll evolve the experience as we explore applications for a variety of formats, categories, and content types for a dynamic feed of just what you’re interested in refreshed, in real time, based on your last visit.” Disney is also launching a new video generation tool that allows advertisers to create high-quality, connected-TV-ready commercials using existing brand assets and guidelines. The goal isn’t to replace agencies, but to help brands scale creative faster and more efficiently. “This isn’t about replacing the incredible work creative agencies do. It’s about rethinking what’s possible. It gives our creative partners a new way to scale their ideas, using data and audience signals to shape where we take the work next.” The tool is already in early internal use and will move into beta testing with select advertisers in the coming months. A Bigger AI Push Is Underway Disney also revealed an AI-powered internal planning tool designed to support more intentional, outcome-focused campaign strategies. Meanwhile, Disney Advertising’s Compass platform is expanding with a new brand portal that offers a unified view of performance across campaigns and platforms. Subscribe for clearer coverage of streaming shifts Get the newsletter for coverage and analysis of streaming platform shifts, ad-tech innovations, and media strategy — clear context to understand the implications of industry moves for media and marketing. Subscribe By subscribing, you agree to receive newsletter and marketing emails, and accept Valnet’s Terms of Use and Privacy Policy. You can unsubscribe anytime. On top of that, Disney Advertising is introducing a Brand Impact Metric — a single measurement designed to evaluate campaigns across attention, reach, brand health, and search. It’s meant to simplify how effectiveness is measured, especially as advertising spreads across more formats and screens. Basically, Disney has seen how much time people spend on TikTok, Instagram Reels and browsing Facebook for funny videos of raccoons acting like people, and they want a slice. For the majority of us, it's just another nail in the coffin of traditional media.
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