Disney announced a new vertical video format for its platforms, inspired by TikTok, to enhance user engagement across various content types. They also introduced tools for advertisers, including a video generation tool and a measurement system to improve campaign effectiveness.

Disney reported a 7% revenue increase in fiscal Q2, driven by its direct-to-consumer segment, which includes Disney+, Hulu, and ESPN+. CEO Bob Iger outlined a plan focusing on user experience and technology enhancements, while the company seeks to strengthen its advertising offerings and brand integrations to adapt to market demands. Disney is leveraging data to maximize advertising effectiveness, with successful brand integrations evident in its streaming content.