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Disney+ has announced that it will implement a “vertical video feed” in the US this year. A vertical video is basically tech bro speak for a video filmed in portrait that is designed to be viewed on a small device and cycled through quickly.
It is what they call all those short videos your kids watch and flick through aimlessly whenever you ask them to wait for something, and there is a device nearby. YouTube Shorts, Facebook Reels, TikTok. All that nonsense.
This new feed will allow users to swipe through short-form content from Disney+ on their mobile device, and of course, an ever-present algorithm will select content personalised for them.
Announcing the move at the Consumer Electronics Show in Las Vegas, Erin Teague, EVP of Product Management for Disney Entertainment and ESPN said:
“It could be original short-form programming, repurposed social clips, refashioned scenes from longer-form episodic or feature titles or a combination.”
Alongside it, Disney will launch a new video generation tool for advertisers that lets brands create high-quality and connect TV-ready commercials with existing brand assets and guidelines.
So this is Disney waving the white flag and simply accepting that even a 30-minute TV show with ads is too much for today’s ADHD riddled youth to sit through and absorb. How their brand will sit alongside the inevitable barrage of e-thots doing low-energy white girl dances, and OF hoes pimping for business, remains to be seen.
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