\n\tAfter testing the interest of sports fans in short-form content, Disney aims to bring brief bursts to a broader audience.<\/p>\n
\n\tThe company aims to bring so-called \u201cmicrocontent\u201d to Disney+<\/a> in 2026, it announced Wednesday at CES, and in doing so joins a parade of traditional media purveyors working harder to court younger consumers who have grown more accustomed to swiping through Tik Toks, Reels and other attenuated attempts to entertain. <\/p>\n \n\tDisney first put a stake in short-attention-span theater with \u201cverts,\u201d or short video vignettes placed on its new ESPN streaming app that might include important game moments or pieces of commentary or analysis from various sports personalities. Fans are able to exert more control over a feed through whichi they can scroll or swipe, and the videos are tailored to the individual interests of users.<\/p>\n \n\tDisney indicated it intends to expand the use of short-form video across both news and entertainment, betting that such features will make Disney+ a daily destination for users who want to get updates on their favorite content areas. There have already been some intriguing experiments. In 2025, ABC News launched a daily short-form show for Disney+ called \u201cWhat You Need to Know\u201d<\/a> that is hosted each weekday by Rachel Scott or James Longman. <\/p>\n \n\tOthers are courting similar engagement. Procter & Gamble, one of the nation\u2019s largest advertisers, this month is launching \u201cThe Golden Pear Affair,\u201d a 50-episode \u201cmicrosoap\u201d that will be made available initially via social media and, later, a bespoke mobile app. The idea, say backers of the new program, is to reach people who are used to giving content a swipe on a mobile phone, rather than those who sit back and passively swoon in front of a more traditional screen. Spanish-language giant TelevisaUnivision has been wooing advertisers to a growing series of sudsy \u201cmicrodramas<\/a>\u201d that emulate many of the elements of the company\u2019s popular telenovelas. The company recently worked with the Dentsu ad agency to create a bespoke Spanish-language microdrama for retailer JCPenney.<\/a> <\/p>\n \n\tDisney also made outreach to Madison Avenue Wednesday, unveiling a \u201cbrand portal\u201d that will allow clients to measure the impact of ad campaigns on Disney properties using data from Affinity Solutions, CINT, EDO, Innovid and VideoAmp. \u201cWe\u2019re empowering advertisers to move smarter and faster to reach their goals, with data and measurement guiding their strategy,\u201d said Dana McGraw, Disney\u2019s senior vice president of data and measurement science, in a statement. The company also unveiled a new \u201cimpact metric\u201d that it said would offer insight into goals such as consumer attention, reach, brand health, search and actions taken by consumers following exposure to commercials.<\/p>\n","protected":false},"excerpt":{"rendered":"After testing the interest of sports fans in short-form content, Disney aims to bring brief bursts to a…\n","protected":false},"author":2,"featured_media":394388,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[3716,88,165653,92],"class_list":["post-394387","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tv","tag-disney","tag-entertainment","tag-microdramas","tag-tv"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/394387","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=394387"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/394387\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/394388"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=394387"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=394387"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=394387"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}