# Streaming Platforms Struggle to Replicate TikTok's Short-Form Video Success Major streamers are integrating vertical video feeds, yet their impact on subscriber retention remains unproven. - **Source:** [The Verge (theverge.com)](https://www.theverge.com) - **Published:** 2026-11-11 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/749c7017-7ede-450d-b2fb-576f892d3b1f ## Strategic Shift Toward Vertical Feeds Major streaming services including Disney Plus, Paramount Plus, and Netflix are integrating swipeable short-form video feeds into their mobile applications. Executives like Skydance CEO David Ellison view these features as critical for future engagement. The primary goal is to capture user attention during brief windows when they are not watching full-length content. ## The Challenge of Platform Competition Streamers face intense competition from social platforms like TikTok and YouTube, which dominate mobile video consumption. Nielsen data indicates that YouTube currently leads in total US television watch time, surpassing traditional broadcast and cable properties. Unlike social apps, streaming platforms struggle to provide a reason for users to return during show hiatuses. ## Disney Plus User Engagement Metrics Disney reported that approximately 43 percent of its mobile users interacted with the Verts short-form feed by October. While the feature facilitates discovery, the company has not confirmed if it directly increases long-term subscription retention. In the ESPN app, Verts accounted for 65 percent of user-initiated short-form video starts during recent testing. ## Integrating Creator Content and Pilots Disney is piloting a partnership with TikTok to incorporate creator-made clips into its own ecosystem by early 2027. This strategy aims to make the app stickier by featuring sports highlights, news, and microdramas. The company hopes this curated content will encourage users to discover more titles while staying longer within the application. ## Paramount and HBO Max Experiments Paramount Plus introduced a clips feed in April and has explored incorporating user-generated content for potential future tiers. Meanwhile, HBO Max began testing Shorts with select iPhone users in July to bridge the gap between clips and full-length movies. Neither company has released specific usage figures regarding how these feeds impact overall platform engagement. ## Netflix Maintains Focus on Core Netflix co-CEO Ted Sarandos recently downplayed the role of short-form video despite making Clips a centerpiece of its mobile redesign. The company maintains that its core entertainment business accounts for 95 percent of spending and nearly all revenue. Netflix plans to roll out themed Clips feeds in 2027 to continue experimenting with discovery. ## Monetization and Advertising Hurdles Generating revenue from short-form feeds presents significant challenges for streaming services. Mobile advertisements generally command lower rates than television spots, and short clips offer limited space for ad breaks. Analysts suggest these feeds may ultimately function as secondary browsing tools rather than primary revenue drivers for the major streaming media companies. ## Future Outlook for Streaming Discovery While streamers have successfully implemented clips, they have yet to prove these features drive subscription growth or retention. The industry is currently borrowing browsing mechanics from social media to improve navigation. The ultimate success of these initiatives depends on whether they can transform passive scrolling into active, long-term viewership for premium content. ## Sources covering this story - https://www.theverge.com/streaming/1030864/streaming-skydance-paramount-disney-hulu-earnings-tiktok-short-form-video — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._