Disney signals major streaming pivot toward short‑form, local and sports content

Disney executives used the opening day of the D23 fan fest in Anaheim to outline a sharpened strategy for its streaming business that prioritises short‑form "vertical" content, local‑language programming, sports and a closer relationship with creators. The comments, reported at the three‑day event, make plain that Disney sees a fast‑evolving digital media landscape and is adjusting how it invests content and platform partnerships to reach younger audiences.

Short‑form "Verts" and creator-led formats

Speaking on a panel, Eric Schrier, Disney’s president of Direct‑to‑Consumer International Originals, Strategic Programming and Emerging Media, described a deliberate push into vertical, mobile‑first storytelling — what Disney is calling “Verts.” The company announced a partnership with TikTok last week intended to encourage fan creators to produce short clips using authorised Disney intellectual property, a notable shift from Disney’s historical approach of strict copyright enforcement.

“We’ve always looked at making film and television in very finite formats. Half hours, hours, feature length films. And now you can tell any story. Creators are just storytellers,” Schrier said.

Schrier framed the move as experimentation and investment in new storytelling forms aimed at Gen Alpha and younger viewers. The company is exploring how to integrate short‑form work with flagship Disney+ offerings rather than view them as separate silos.

Local language and sports as growth drivers

Panelists also stressed two other pillars of Disney’s international streaming growth: local‑language production and sports. Disney executives argue that producing content in local languages both broadens subscriber appeal and deepens engagement, particularly in markets where global English‑language shows compete with strong national offerings.

Sports remain central to Disney’s strategy, especially via ESPN. The combination of live sports and short‑form content is presented as a way to keep audiences on platform across different viewing moments — from appointment viewing to snackable clips on mobile.

Platform partnerships and evolving IP policy

Perhaps most significant from a rights and business model perspective is the TikTok deal. Historically protective of its franchises, Disney appears to be rethinking how authorised user‑generated content can serve promotion and discovery. The TikTok pact was described as part of a broader experiment in authorised clips, designed to stimulate social sharing while maintaining brand control.

This signals a more flexible stance on intellectual property in exchange for the viral reach of short‑form platforms and creator ecosystems. Disney also discussed internal product development aimed at better surfacing short‑form content on Disney+ and linking it to longer titles.

Implications for South Africa and regional media markets

For South African media and audiences, Disney’s strategy has several consequences. Local producers and creators may find new opportunities to pitch short‑form, mobile‑first ideas and local‑language projects to global platforms. Broadcasters and streaming competitors will have to weigh how to compete with a multinational that combines deep franchise libraries, sports rights and growing investment in regional production.

• Opportunity: Greater access for creators to global platforms and potential commissioning of local‑language content.
• Competition: Domestic players face intensified rivalry for viewers and advertising as short‑form promotion drives discoverability.
• Rights landscape: The shift to authorised user clips changes how companies balance copyright control with promotional benefits.

Disney’s remarks at D23 underline a broader industry trend: streaming services must diversify formats and local relevance to retain subscribers in an increasingly crowded market. For viewers, that could mean more short, culturally specific programming alongside blockbuster series and sports; for creators and the industry, it points to both new routes to audiences and new competitive pressures.

How successfully Disney converts this strategy into subscriber growth — especially outside North America — will depend on execution: the quality of commissioned local work, the integration of short‑form into established platforms, and the ability to monetise creator ecosystems without undermining core IP. The D23 sessions show the company is actively testing those levers.