Disney+ Embraces Short-Form Content to Capture Modern Audiences

《Kim Ji-won's Kakaotalk》
Today's story, candid and critical. Kim Ji-won, a TenAsia journalist, critiques entertainment industry issues with a discerning eye.

---

Short but certainly entertaining. A large amount of content that can be consumed in a short time. From TV and screens to mobile. Disney+ has crafted a new strategy to align with the changing content consumption patterns of the public.

On the 13th, Disney+ held a 'Disney+ Original Preview 2025' media briefing at the Hong Kong Disneyland Hotel. During this event, Disney+ reflected on its growth process and unveiled its future lineup and ambitions. Eric Schrier, President of Disney Television Studios and Global Original TV Strategy, and Carol Choi, Head of Integrated Marketing and Original Content Strategy for Walt Disney Company Asia Pacific, were in attendance.

Disney+ has particularly focused on the global content trends of 'short-form' and 'hybrid formats.' Schrier noted, "There are many interesting changes. Previously, epic dramas were in vogue, but now short, immersive formats, such as 'The Bear,' which are around 30 minutes, are gaining attention."

'The Bear' tells the story of Carmen, a renowned chef who returns to Chicago to run a shabby sandwich shop left by his deceased brother, diving into a chaotic kitchen. Since Season 1, it has maintained a 100% freshness rating on Rotten Tomatoes, consistently achieving over 90% on average. It has also achieved remarkable success at prestigious awards such as the Emmys, Golden Globes, and Critics' Choice, establishing itself as a flagship Disney+ series. The 30-minute episodes make it easy and enjoyable for viewers to access the show.

In an era where content is abundant, short-form and mid-form content are preferred due to the busy lifestyles of modern individuals and the shift towards mobile content consumption. With lifestyles that make it difficult to leisurely enjoy content, people gravitate towards content that can be quickly 'digested' like a 'snack.' The devices used for content consumption are also small, personal mobiles, making content that can be watched quickly and easily in one hand more appealing. In this environment, content providers must adapt their offerings swiftly and flexibly to match viewer preferences and trends.

Schrier stated, "As people become more engrossed in their phones, their attention spans have shortened. Therefore, we are aiming for shorter, more densely packed episodes instead of 60-70 minute episodes," revealing Disney+'s recent policy. He also mentioned, "The advantage of streaming platforms is the flexibility of format." Choi added, "In Asia, digital consumption patterns are evolving rapidly. Ultra-short formats, like vertical dramas under two minutes, are gaining popularity. We are still exploring how this trend will be integrated into Disney+'s overall portfolio."

While Disney+ has not yet introduced 'ultra-short' content in Korea, attempts to make content shorter and lighter have already begun. Among the new Korean content released this year is the 'Variety Project' under the title 'Weekly Entertainment,' which is one such attempt. It features five different mid-form variety shows released on a weekly schedule. These include the physical training variety 'Eurachacha Anchovy Camp,' Ji Ye-eun's 30-minute time-limited dating show '60-Minute Dating: New Face Every 30 Minutes,' the mukbang content 'Bae Bully Hills,' Yoo Byung-jae's interview variety 'Short You,' and 'Chef's Aunt's House,' which introduces favorite restaurants of chefs.

The five 'Weekly Entertainment' shows are mid-form, with each episode running 25-30 minutes, targeting the gap between long-running traditional variety shows and short-form content under 10 minutes. This reflects the tastes of Gen Z and digital-native viewers. The release of new episodes at 8 AM also reflects recent content consumption trends, providing a flexible viewing environment that allows viewers to enjoy entertainment at their convenience.

Interestingly, successful short-form content is sometimes expanded into longer formats. When a certain level of fandom is established, the potential for a long-form hit increases. Schrier explained, "Traditional dramas develop scripts, exchange feedback with writers, shoot pilots, and then expand into series. However, nowadays, many series go straight into production without a pilot." He cited the success of 'Bluey' as an example.

The animated series 'Bluey,' consisting of several episodes around seven minutes each, is a feature film created by Disney and BBC Studios, set to be released on Disney+. 'Bluey' charmingly portrays the daily life of the lovable and energetic Blue Heeler puppy 'Bluey' and her family. 'Bluey' had over 35 billion minutes of streaming time last year and was aired domestically through EBS.

The ultimate goal of these 'Disney+ experiments' is to attract a diverse audience and prevent the loss of existing viewers. Schrier stated, "We are focusing on fandom. We want to create fandoms and build a portfolio that can embrace them more."

Hong Kong=Kim Ji-won, TenAsia Journalist bella@tenasia.co.kr