Disney+ is rolling out TikTok-like short video feed “Verts.”

Disney+ has begun rolling out Verts, a new short-form video feed, to users in the US on its mobile app. Announced for the first time In JanuaryVerts’ TikTok-like feed features scenes and moments from movies and TV shows on Disney+.

Following the success of TikTok and Instagram Reels, Verts is designed to drive everyday engagement and reach mobile-first viewers, all while increasing discovery across the Disney+ catalog.

Users will be able to access the feed through a new icon in the app’s navigation bar. As users scroll through the feed, they can add shows to their watchlist or go directly to the show or movie.

“With the latest hits and an incredible catalog spanning over 100 years of storytelling, we’re making it easier for fans to discover what to watch next,” the company wrote in a message. Blog post. “Verts provides a fun, fast way to explore this catalog right from the moment users open the app. It brings the magic of Disney storytelling to a format that feels modern, engaging, and tailored to how fans already enjoy video discovery on mobile devices.”

While Verts began as a way to showcase clips of content on Disney+, the company says it will eventually feature “content from creators that reflect our audiences, as well as other storytelling formats, content types, and in-person experiences.”

Disney says early tests in August on both Disney+ and ESPN showed that Verts generated additional engagement. The company believes this engagement can be attributed to the “advanced algorithm” that powers Verts’ recommendation engine, making content personalized for each user. Disney’s investment in the Verts algorithm makes sense, as TikTok’s success can be attributed to the effectiveness of its recommendation algorithm.

Disney+ isn’t the first streaming company to explore vertical video, as… Netflix has launched a vertical feed last year which allows users to scroll through clips from their original titles.

By offering short-form video content, Disney+ and Netflix are targeting younger users who are accustomed to watching quick clips on their phones rather than longer content like TV shows and movies. If they can capture a user’s interest, they will likely continue watching the full TV show or movie that initially attracted them.