Disney+ announced major changes at CES 2026. The company will add TikTok-style vertical videos to its app later this year. This is the first time a major streaming service has done this at such a large scale.
Disney+ built its reputation on high-quality movies and TV shows for home viewing. Now it chases mobile viewers. The big question: Can Disney attract younger users without losing longtime fans?
The Price Hike Timing
Disney raised prices three months before announcing the vertical video feature. The company announced price increases in September 2025. They took effect on October 21, 2025. The ad-free plan increased from $15.99 to $18.99 per month.
That’s an 18.8% increase, or $3 more per month. The ad-supported plan increased to $ 11.99, up $ 2. Subscribers complained on Reddit and other social media platforms.
The Vertical Video Precedent
Disney tested this idea first at ESPN. ESPN launched “Verts”—a vertical video feed—in 2025. The test asked: Do viewers want short videos mixed with longer content?
Young people, especially those in Gen Z and Gen Alpha, are more engaged with vertical videos. They’re used to TikTok, Instagram Reels, and YouTube Shorts. Disney studied ESPN’s results before committing to Disney+.
Industry Pressure Mounts
Disney faces tough competition for viewer attention. Netflix experimented with interactive and short-form content. Max and Amazon Prime Video continue to expand and improve their mobile apps. TikTok dominates the screen time of young people.
This fact prompted traditional media companies to take action. Industry analysts say Disney saw drops in viewing time and rising cancellations. The company needed to redesign its core experience.
The Vertical Video Rollout
Erin Teague runs product for Disney Entertainment and ESPN. She unveiled the plan at CES 2026 in Las Vegas. The vertical video feed will show original short clips. It will also reuse scenes from existing movies and TV shows.
Disney plans to launch later in 2026. The feature debuts on the mobile app first. It may expand to other platforms later. Teague said this meets viewers on their phones, not on their couches.
The Gen Z Rationale
Teague explained Disney’s thinking during the announcement. “Gen Z and Gen Alpha expect this,” she said. “They don’t sit and watch long movies on phones.”
This reflects a real trend: Young people consume media differently from older generations. But the strategy has a hidden risk. If Disney pushes short videos, it may hurt its own long-form content. Engagement metrics may outweigh quality storytelling.
Subscriber Backlash on Reddit
Reddit’s r/DisneyPlus subreddit is filled with complaints. One user, vynnski, called it “sounds desperate.” Another, NowWeGetSerious, said, “TikTokfication of all media is just ridiculous.”
Subscribers argued Disney should focus on quality content. Instead, Disney chases viewers with short attention spans. Critics saw this as abandoning what made Disney+ different. The company now copies TikTok instead of competing on premium quality.
The “Sellout” Narrative
Social media users called the move a betrayal. Disney+ promised premium content. Now it copies free platforms like TikTok. The phrase “sellout” appeared across Reddit and Twitter. Users worried Disney abandoned its living-room legacy.
The company now chases engagement metrics instead. This reflects a bigger fear: Every streaming app eventually looks the same. They all use algorithms to grab attention. Real differences between services disappear.
The Broader Streaming Wars Context
The streaming market is crowded and competitive. Netflix raised prices but continued to grow by combating password sharing. Max stays strong thanks to HBO’s prestigious reputation. Apple TV+ built a loyal base with award-winning shows.
Amazon Prime Video used bundling and fast shipping. Disney+ relied on licensed content and its own original productions. That approach no longer drives daily engagement. Disney now views vertical video as necessary to compete and justify its high prices.
The Format Contradiction
A strategic contradiction runs through this plan. Disney+ originally promised escape from phone-based content. Users could watch movies and shows on TV. Now Disney plans to fill its app with vertical videos for phones.
This isn’t adding a feature. It’s changing what Disney+ fundamentally is. The company’s own roadmap may destroy its main advantage. Free platforms like YouTube and TikTok already do this. Subscribers now understand why they feel anxious about the future.
Internal Pressure and Subscriber Frustration
Price hikes and format changes created a perfect storm. Families just paid $3 more per month. Now they face a redesigned app borrowed from TikTok. Reddit and Twitter users reported plans to cancel. Many felt Disney was nickel-and-diming them.
The anger goes deeper than cost. Subscribers felt disrespected by Disney’s strategic choices. People cancel not because they can’t afford the service. They leave because they feel undervalued and ignored.
Operational Integration Challenges
Rolling out this feature creates real operational headaches. Disney must create or gather thousands of vertical video clips. Editorial teams need retraining for vertical storytelling. Recommendation systems must optimize for short-form viewing.
These aren’t small updates. They represent major platform changes. Disney’s history with big redesigns is mixed. Past interface changes hurt the discoverability of premium content. The company’s track record raises justified doubts.
Analyst Skepticism and Expert Caution
Industry analysts gave mixed responses. Some view this as a necessary evolution. Others doubt Disney can run two content approaches simultaneously. The real skepticism focuses on execution. Short-form vertical video demands different workflows than Disney’s typical model.
Different content strategies and algorithms are required. Streaming platforms that attempted similar pivots faced significant challenges. Merging premium long-form and algorithmic short-form proved difficult. Whether Disney can succeed remains an open question.
The Subscriber Retention Question
Disney’s real challenge is keeping subscribers. The company reported 132 million subscribers in September 2025. But growth has slowed compared to earlier years. Vertical video signals that engagement matters more than new sign-ups.
Success could extend viewing time and reduce cancellations among younger users. Failure risks alienating core fans without winning over Gen Z. Disney loses both premium positioning and credibility among young audiences.
Streaming drives increasingly important revenue for The Walt Disney Company.
The Fundamental Question
Disney+ faces a critical choice. Can a premium service add free-platform mechanics without losing its premium identity? The answer matters for Disney and the whole streaming industry. If Disney succeeds, competitors will follow quickly.
If Disney fails, this will serve as a cautionary tale. The vertical video rollout will determine what Disney+ becomes. For 132 million subscribers and investors, this is far more than a feature update. It’s a test of what streaming will be.
Sources:
- TheStreet, Disney+ makes a controversial upgrade adding vertical video format angering subscribers, January 10, 2026
- PCMag, Disney+ Is Getting a TikTok-Style Vertical Video Feed Later This Year, January 8, 2026
- Variety, Disney+ coverage, January 2026
- Deadline, Disney+ coverage, January 2026
- Bloomberg, Disney Is Raising Streaming Prices, January 10, 2026
- Reuters, Disney+ to raise subscription prices for fourth consecutive year, September 23, 2025