The Walt Disney Company showcased a series of new features for its digital platforms during the sixth annual Global Tech & Data showcase at CES, including a TikTok-like vertical video format designed to enhance viewer engagement. This announcement, shared with Marketing Dive, signals Disney’s strategic shift toward adapting its content delivery methods to align with evolving consumer preferences.
The newly introduced vertical video format is set to be implemented across various content categories, encompassing news and entertainment. This follows the successful introduction of a similar format on the ESPN app last year, indicating a broader trend within the company to optimize its platforms for a more mobile-centric audience.
Disney’s move to incorporate vertical video across its flagship streaming service, Disney+, underscores the significant changes in content consumption habits. According to Deloitte Consulting’s 2025 “Digital Media Trends” report, 41% of consumers now consider both social media videos and streaming services as equivalent forms of “watching TV,” while more than a third (35%) spend more time watching videos on social media than on traditional streaming services. This trend is particularly pronounced among younger demographics, who increasingly favor quick, engaging formats over traditional TV viewing.
In addition to the vertical video format, Disney announced several new tools aimed at enhancing its platform’s appeal to advertisers. A notable introduction is a video generation tool that allows brands to create advertisements using their existing assets and guidelines, facilitating tailored content that varies based on audience, context, and placement. Furthermore, an AI-driven planning tool has been introduced to aid in capturing campaign objectives, audience intent, timing, and constraints.
Disney has also expanded its Disney Compass measurement tool, which first debuted last year. The enhancement includes the Disney Brand Portal, offering advertisers a unified view of brand performance across multiple campaigns and platforms. This tool utilizes category benchmarks and AI-generated summaries to highlight insights and identify new opportunities for advertisers. It is set to integrate with prominent measurement providers such as Affinity Solutions, CINT, EDO, Innovid, and VideoAmp upon launch.
To further meet the demands of modern marketers, Disney unveiled a new Advertising Brand Impact Metric that combines various performance indicators, including attention metrics, brand health, reach, search, and attribution. This comprehensive approach enables marketers to assess campaign effectiveness and optimize their strategies based on data-driven insights.
“More than ever, marketers need a better bridge between brand building and performance, and data can serve as the insight layer across campaigns and tactics,” said Dana McGraw, senior vice president of data and measurement science at Disney, in a statement. McGraw emphasized the importance of connecting ad exposure to tangible results, allowing marketers to gain clarity on what drives outcomes and how to enhance their efforts.
As Disney embarks on this new chapter, the introduction of these innovative features and tools reflects a broader industry trend toward prioritizing data-driven strategies and personalized content delivery. The focus on vertical video and enhanced measurement capabilities demonstrates Disney’s commitment to staying relevant in an increasingly competitive landscape, where consumer preferences are rapidly evolving. With these developments, Disney aims to solidify Disney+ as an essential destination for daily content consumption, adapting to the changing dynamics of the entertainment industry.
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