Major Streamers Add Vertical Video Feeds, But Forgo Ads For Now
Major streaming services including Disney+, Netflix, Peacock, and Paramount are rolling out short-form vertical video feeds within their mobile apps. These features are currently positioned as content discovery engines to promote existing libraries and, according to the platforms, do not yet include advertising opportunities. The article questions the strategy, exploring the related "microdrama" trend and suggesting the streamers' push into vertical video may be too late to capture audience attention or replicate the financial success of dedicated short-form apps.
Key Takeaways
- Disney+, Netflix, Peacock, and Paramount are all integrating vertical video, primarily to repackage existing content into clips for discovery.
- Disney and NBCU confirmed their feeds are currently ad-free, positioning the feature as an alternative to ad-filled social media feeds.
- The strategy is viewed as a potential entry into 'microdramas'—vertically shot, episodic content monetized via in-app currency or subscription, not ads.
- The microdrama business model involves high user acquisition costs, with one producer noting firms often "spend $9 million to make $10 million."
- A Harris Poll of Gen Z TikTok users found 43% feel 'mentally drained' and 40% 'overwhelmed' by the current short-form video format.
Why It Matters
Streamers are treating vertical video as a top-of-funnel discovery tool, not a new ad inventory source. By keeping the feeds ad-free, they are ceding the short-form ad market to social platforms for now. This appears to be a hedge, building technical capability while the 'microdrama' format—with its direct-payment models and high marketing spend—evolves separately. The key signal to watch is if a major streamer moves beyond discovery and experiments with original, monetized short-form series, a possibility Disney has previously hinted at.
Read full article at adexchanger.com
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