Video Streaming Platforms Bet on TikTok-Style Video Feeds to Solve Discovery Challenges

Streaming Service

May 21

Short-form video feeds have taken over social media over the past five years. Now, they're steadily making their way into the mobile apps of nearly every major video streaming platform as streamers experiment and launch TikTok-style discovery feeds.

While it's getting more attention now, this isn't entirely new. Tubi launched its short-form video feed, Scenes, back in November 2024. Then in August 2025, ESPN rolled out Verts, a vertical feed focused on sports highlights and discovery.

In just the last few months, momentum has accelerated.

Disney+ followed its sister app ESPN and launched its own version of Verts, featuring scenes and moments from its movies and shows. Peacock launched vertical NBA broadcasts, while Paramount added a vertical feed built around clips from existing shows and movies. Netflix recently rolled out Clips, and last week Prime Video expanded its version of Clips beyond NBA highlights to include movies and TV series.

Streaming Platforms Have a Discovery Problem

Streaming platforms are trying to replicate the discovery mechanics social platforms have already trained users to expect through short-form video, and it makes sense. Short-form video is now the dominant content format for consumers, with roughly 65% saying it's their preferred format from creators over long-form video, images, and livestreams.

The discovery problem is the real driver. As libraries grow, it becomes harder for users to figure out what to watch next. At the same time, subscription fatigue is rising as consumers become more selective about what they pay for. Short-form feeds solve both. They surface content faster and reduce friction between discovery and viewing. That matters especially for Gen Z, who frequently sign up for a service to watch something specific and cancel shortly after. Roughly 8 in 10 say they've done this.

The problem is that most of these experiences are gated behind subscriptions and built from repurposed clips rather than purpose-built content, making many of them feel underwhelming. Instead of sitting behind the paywall, these feeds could help users explore catalogs before they subscribe and convert interest directly into trials and sign-ups.

Streamers Are Starting to Invest in Original Short-Form Content

The bigger opportunity, though, is treating these as new surfaces entirely and building content specifically for them. That is starting to take shape. Peacock revealed plans to license 10 microdramas from ReelShort and produce two original Bravo microdramas for its feed. Meanwhile, Disney+, which shared that it's seeing deeper engagement from Verts, says it will invest more heavily in the feed, with that investment likely including creator and user-generated content tied to its IP.

We could see more streamers start licensing and partnering with short-form video creators to produce original programming for their short-form video experiences, similar to what we’ve already seen streamers do with YouTubers for long-form content. These deals won't be as large or get the same attention as long-form creator partnerships, but they could be a win for short-form creators, who gain a new distribution and revenue stream, and for streamers, who need more compelling content for these feeds. For viewers, it makes streaming apps feel less like static libraries and closer to the social feeds they already spend their time in.

And the convergence goes both ways. Social platforms are becoming more like streamers too, with YouTube leading the charge and Instagram and TikTok following through dedicated TV apps and investments in episodic content.