Disney bets on vertical videos and TikTok deal
At D23, Disney executives unveiled a push toward vertical formats, a TikTok pact, and a greater focus on local content and sports to grow subscribers.
On the first day of D23 in Anaheim, Disney leaders explained how they want to attract the next generation with short-form mobile formats — and confirmed a deal with TikTok to encourage creators to use the company's authorized IP.
The presentation made clear that the bet on micro-dramas and vertical clips, internally dubbed 'Verts,' becomes a strategic investment for Disney+ to attract Alpha and Gen Z fans without abandoning traditional long-form content.
The push for 'Verts' and the TikTok deal
Eric Schrier, president of Direct-to-Consumer International Originals, said that the way of telling stories has changed and cited the shift from fixed formats to more diverse narratives. “We’ve always looked at making film and television in very finite formats,” said Schrier during the panel, highlighting the desire to bring these new storytellers to the service.
Blake Silva, a creator present at the session, said that Disney+'s new stance and the TikTok deal have energized the creator community, opening a direct path for viral clips to convert viewers to watch content inside the app.
Sports as a retention engine: ESPN and numbers
ESPN was presented as a key component in the strategy to keep subscribers engaged: Freddy Rolón noted that the network has 43 linear channels in more than 130 countries and territories, and that ESPN content is available on Disney+ in more than 100 markets.
To highlight digital reach, the company said that in June ESPN reached 640 million digital and social users — a volume that, according to executives, helps attract both hardcore fans and casual audiences to the platform.
Jo Fox, from ESPN's marketing team, said that the integration with Disney+ allows key programs to be released to audiences outside the traditional sports core, citing matches and special broadcasts that will be unlocked on the platform.
Local production to retain subscribers and export stories
Another front explained at D23 was the expansion of content in local languages: Schrier outlined the 'local for local' strategy, with series made for specific audiences — such as France, Spain, and Brazil — aimed at reducing churn while generating titles that travel to other territories.
Carol Choi, head of Originals in Asia-Pacific, noted that local productions have attracted external audiences and mentioned recent series that stood out in the region as examples of this effect.
As concrete next steps, Disney has already announced the TikTok deal and plans to use short clips to promote releases; in parallel, it will continue expanding local productions and releasing selected sports content on Disney+ to win new audiences.
Source consulted: Variety
