Netflix, Disney, Paramount invest in vertical videos to challenge TikTok

Netflix, Disney, and Paramount invest in short-form vertical videos to engage mobile audiences and compete with TikTok and YouTube

Hollywood streaming giants Netflix, Disney, and Paramount are turning to short-form video streaming to reclaim audiences increasingly captivated by TikTok and YouTube Shorts.

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Industry insiders say vertical, snack-sized videos are being deployed to boost engagement on mobile devices and reach viewers during day-to-day browsing.

The short-form video format has surged globally. Meta CEO Mark Zuckerberg revealed Instagram and Facebook Reels now generate an estimated $50 billion in annual revenue, while Google reported that YouTube Shorts are viewed over 200 billion times daily.

Analysts note the format’s alignment with modern attention spans and smartphone usage makes it a critical battleground for streaming services.

Paramount has prioritised short-form content, planning to add up to a million clips to Paramount+ “as quickly as possible,” according to internal sources.

Netflix and Peacock have also invested in vertical videos, while Disney has integrated short-form content into its revamped ESPN app and intends to expand the format to Disney+.

Experts caution that short-form content remains harder to monetise, though it appeals to younger audiences.

Brandon Katz, insights director at Greenlight Analytics, said, “Not even attempting to engage with it isn’t an option. Short-form content is harder to monetise, but easier for young consumers to swallow.”

Media analysts highlight vertical videos’ potential to build viewing habits throughout the day, rather than only during traditional binge-watching periods.

Emily Horgan, a media consultant specialising in children’s content, said, “Premium streaming is plowing into this space because of a need to own more lean-back moments in a viewer’s day.”

The strategy also allows streamers to repurpose existing shows and movies into vertical clips, creating cost-effective content that maintains subscriber attention.

Paramount has additionally explored the integration of user-generated content, a hallmark of TikTok and Instagram, into its platform.

Despite past challenges Netflix retired its initial “Fast Laughs” feature after two years the streaming platforms continue experimenting with short-form vertical video.

Disney plans to launch AI-generated clips on Disney+ developed with OpenAI’s Sora, while Peacock has already added NBA and show highlights in vertical format.

Critics note that TikTok and YouTube retain unique engagement through interactive features and user-generated content.

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Still, streaming platforms aim to leverage short-form videos as tasters, enticing viewers to explore full-length shows and movies and strengthen long-term engagement.

Mariam Balogun