Streaming Platforms Struggle to Replicate TikTok's Short-Form Video Success
Major streaming services are integrating vertical video feeds to boost engagement and retention.
1Strategic Pivot to Short-Form
Major streaming platforms including Disney Plus, Paramount Plus, and Netflix are integrating swipeable short-form video feeds into their mobile apps. Executives like Skydance CEO David Ellison view these vertical feeds as critical for future growth. The primary goal is to increase user engagement and provide reasons for subscribers to open apps daily.
2The Challenge of Competition
Streaming services are struggling to capture attention against dominant social platforms like YouTube and TikTok. Nielsen data indicates that combined broadcast, cable, and streaming properties still trail YouTube in total US television watch time. While streamers offer high-quality content, they lack the constant, user-generated reaction cycles that drive social media traffic.
3Disney's Verts Engagement Metrics
Disney reported that approximately 43 percent of its Disney Plus mobile users interacted with their 'Verts' feed by October 2026. Launched in March, the feature allows users to swipe through scenes and jump into full content. In the ESPN app, these short-form clips accounted for 65 percent of all user-initiated video starts.
4Integrating Creator Content
Disney is piloting a partnership with TikTok to feature curated creator content within its own app environment. The strategy aims to make Disney Plus a stickier ecosystem where users discover more content. An internal roadmap suggests plans for adding sports clips, news segments, and microdramas by early 2027 to boost retention.
5Mixed Results Across Industry
Paramount Plus introduced a clips feed in April and has explored user-generated content for potential free tiers. Meanwhile, HBO Max began testing 'Shorts' for iPhone users in July. Despite these rollouts, companies have provided limited data on whether these features actually increase long-term subscription retention or total time spent watching content.
6Netflix Maintains Core Focus
Netflix remains cautious regarding short-form video despite making 'Clips' a centerpiece of its mobile redesign. Co-CEO Ted Sarandos noted that core entertainment accounts for 95 percent of spending and nearly all revenue. While themed feeds are planned for 2027, the company prioritizes its traditional long-form library over short-form experimentation.
7Monetization and Ad Constraints
Analysts suggest that monetizing short-form feeds within streaming apps is difficult due to lower ad rates on mobile devices compared to television. Short clips offer limited space for ad breaks, making them less lucrative. Experts argue these feeds may function better as secondary browsing tools rather than primary revenue drivers for streamers.
8Future of Streaming Discovery
The ultimate success of these feeds depends on whether they become a primary destination for users. While streamers have successfully borrowed the browsing format from TikTok, they have yet to prove it prevents churn. The industry is currently testing whether these clips serve as effective marketing pitches for their full-length content.