Streaming Is Going TikTok 📲

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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 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.

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.

Instagram introduced Instants, a feature and standalone app that lets users share ephemeral, unedited photos with Close Friends or mutuals. Users can also access shared Instants in a private archive and compile them into a recap that can be shared to Stories. The BeReal-meets-Snapchat feature is an attempt by Instagram to get people sharing more content by lowering the pressure, but initial feedback suggests it may not have long-term staying power.

Instagram is testing the ability for users to add unique captions to individual photos or videos within a carousel. Instead of overloading slides with text or relying on one long caption to explain every frame, creators and brands can now add context exactly where it matters most, which is especially useful for educational content, hauls, photo dumps, commentary, and other storytelling formats.

Facebook launched a Reels bulk upload feature that allows creators to upload and schedule multiple Reels at once. Facebook has been trying to get creators to share more Reels content through programs like Creator Fast Track, and this tool makes it easier for creators to upload existing short-form videos in one go.

Threads rolled out messaging on its web experience. Since the start of the year, users are sending 30% more messages per week, with an average of 350M DMs being sent weekly. The lack of desktop DMs has been a significant gap for the platform, and closing it should accelerate messaging growth as more people shift toward one-on-one communication over public feeds.

Threads is testing an integration with Meta AI that lets users tag @meta.ai in posts or replies to ask questions and receive answers directly in the conversation. Similar to X’s Grok feature, it brings AI into context, another example of Meta integrating AI across its family of apps.

Edits has added duration controls for transitions, text and sticker opacity adjustments, 200 additional sound effects, and the ability to turn Live Photos into video clips. These continue to make Edits a strong choice for short-form video creators, especially for free tools.

TikTok officially announced TikTok Go, which first surfaced back in August. It allows users in the U.S. to book accommodations and experiences from platforms like Expedia and Viator directly within the app. Creators who feature these listings can also earn commissions when they drive bookings. With social feeds playing a major role in travel discovery, TikTok is making it easier to convert that influence into bookings while giving travel creators a new revenue stream.

TikTok and FIFA announced the FIFA World Cup 2026™ Creator Correspondents program, a group of creators who will capture behind-the-scenes content throughout the tournament across TikTok. With younger sports fans consuming content primarily through creators and social media, this is a way to meet fans where they already are.

TikTok announced Creator AI Search. The feature within TikTok One Creator Marketplace allows brands and agencies to find creators by entering a campaign brief and receiving a curated list of best-fit creators. This shift from filters to intent-based discovery aligns with how people are increasingly using AI to find information, reducing friction from brief to shortlist.

YouTube revealed that viewers now watch over 2 billion hours of YouTube Shorts on TV screens each month. The TV screen has been a major growth area, but this highlights how short-form viewing is expanding beyond mobile. The milestone comes shortly after Alphabet announced a Shorts “For You” row on Google TV, which should drive even more TV-based consumption.

YouTube announced Affiliate Partnerships Boosts. The feature lets brands amplify organic content from creators where their products are already tagged, with the creator’s permission. This expands YouTube’s shopping program in a way that benefits both sides: brands get creator content to use in their paid media strategy and while creators get increased earning potential.

LinkedIn is rolling out Advice Sessions, a feature that lets Premium subscribers add a “Get advice from me” button to their profile and offer paid one-on-one consultations directly through the platform, with bookings, payments, and video all handled natively. It is an alternative to platforms like Intro, since LinkedIn is not taking a cut at launch, and allows consultants and creators to offer services where they are already sharing insights and building authority.

LinkedIn is reopening its immersive video experience after previously rolling it back outside the U.S., beginning with Australia, the U.K., and Canada. The company says improvements in video relevance have led to 2x more time spent watching videos from the tab and carousel, and 60% more time per video. The re-expansion likely will be followed by new video features in the near future.

X announced Creator Connect, a new tool that uses AI to match creators and brands for campaigns based on objectives. Details are limited, but the platform formerly known as Twitter is following the lead of nearly every major social media platform in connecting creators with brand partners, with the hope that advertisers will then allocate paid media dollars to boost that content.

OnlyFans launched new community pages focused on sports, comedy, and podcasts. Each page highlights creators in that category and their content. OnlyFans has become synonymous with adult content, but it has been making a concerted effort to showcase a broader range of creators and content across the platform, which could bring in new users.

How to Optimize Content for Social Search on Meta Technologies (Meta)

Meta breaks down how brands can optimize content for search across its apps, from what to post to what formats to leverage and features to use. Key tactics include keyword-first captions, using Reels to answer questions, leaning into creator partnerships to drive discovery, and adding product tags to shorten the path to purchase.

The Celebrity Gen Z Wants to Emulate Most Isn’t Taylor Swift, LeBron James, or MrBeast (Yahoo)

A new Yahoo and YouGov poll found that Gen Z under 30 is largely uninterested in fame. Instead, they prioritize privacy, stability, and meaningful work over public recognition. Surprisingly, just 5% said they would want to model their life after a digital influencer or creator.

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