Disney is doubling down on short-form–and creator partnerships

Disney‘s liking how things look on the short-form front.

In his first earnings call as the House of Mouse’s CEO, Josh D’Amaro praised “Verts,” the TikTok-y vertical feed Disney+ rolled out this past March, saying it’s “already driving deeper engagement” with Disney’s various IPs.

D’Amaro–who’s been with Disney since 1998, previously serving as Chairman of the Disney Experiences segment and President of Walt Disney World Resort–said that Verts is still early, and Disney plans to do a lot more development on it as the feed gets more attention from fans.

Verts launched with a content library comprised of clips from its movies and TV shows.

But it’s not the only new content on Disney+. Disney also sourced a handful of videos from content creators that focus on new franchise releases like Predator: Badlands and the live-action Lilo & Stitch. That’s part of its “Creator Collection,” a catalog of horizontal content led by digital content makers that goes out across Disney+ and Hulu.

D’Amaro said Disney plans to double down there too, and will “advance that work [with content creators] in the months ahead.”

It sounds like those advancements won’t just involve Disney pumping creators’ content into its app. The flow will run the other way, too: D’Amaro said Disney also plans to “[make] sure that our IP shows up in relevant ways across social platforms.”

The Creator Collection isn’t Disney’s first stab at sponcon, obviously; it’s had a number of creator partnerships in the past, including one last summer that tapped kids’ entertainer Blippi for a Walt Disney World and Disney Cruise Line promotion. But if a company that’s known for being extremely litigious and closely guarding its IPs

can allow creators (specifically creators outside of the Disney adult cheerleader squad) to have a real voice in videos about its new movies or theme park additions, that could mark a change in how it communicates with consumers–and which consumers it’s reaching.

And, of course, that brings us back to Gen Z and Gen Alpha. Aka, the ears (and attention spans) Disney hopes to reach with both creator content and short-form.

“[Short-form is] an area we’re focused on because we have deeply committed fans who love our brands and our franchises and characters, and they want to engage with them in this new way,” D’Amaro said. “And this is specifically important when we think about Gen Alpha, obviously, the newest generation of Disney fans.”

Disney is also keeping an eye on newer properties and trend-tracking to invest in IPs that drive early fan fervor.

D’Amaro said examples there include Zootopia and Pixar’s new robo-beaver flick Hoppers.

“We’re focused on investing in IP that really breaks through and that builds those fan connections and endures,” he explained.

Basically, Disney has cottoned on to what YouTube was talking about years ago: Modern fans are die-hard passionates, and when you build digital hubs for them to engage with art they love, you can bet on significant engagement.

Now all that’s left for Disney to do is make art fans will actually care about.

 

Correction: This story previously reported that the Creator Collection was part of Verts, but it is not. Verts is Disney+’s new vertical feed, while the Creator Collection is separate, horizontal content Disney has also added to D+ and Hulu.