Disney Shifts Focus to Vertical Media and Local-Language Content

At the D23 fan fest weekend in Anaheim, Disney leadership discussed their strategy for driving growth in the streaming era. One of the key areas of focus is reaching next-generation fans with next-generation content formats. Eric Schrier, President of Direct-to-Consumer International Originals, Strategic Programming and Emerging Media at Disney, emphasized that the company's push into vertical media space, also known as microdramas and short-form clips, is a significant investment for the Mouse.

The company has partnered with TikTok to encourage fans to create clips with authorized Disney IP. This marks a shift for Disney, which has historically been strict about enforcing its copyright and trademark rights. Schrier noted that creators are now able to tell any story they want, not just in traditional film and television formats.

Erin Teague, Executive VP of Product Management for Disney Entertainment and ESPN, highlighted the importance of smart promotion and word-of-mouth on social media in driving viewership to Disney's biggest investments. She also pointed out that while long-form original content will never be replaced, shorter form analysis and clips are increasingly popular.

Disney is also expanding its international reach through local-language production. Schrier emphasized the importance of making French shows for France, Spanish shows for Spain, or Brazilian shows for Brazil. The goal is to have local audiences have something that expresses their culture and sensibility.