Streaming is getting a social media makeover. At SXSW 2026, NBCUniversal unveiled "Your Bravoverse," a new AI-driven product that transforms how fans interact with the Real Housewives universe. The experience features an AI-generated avatar of Andy Cohen, designed to guide users through personalized vertical video feeds. This technology allows viewers to engage with Bravo content in a format that feels more like TikTok than traditional television.

Not to be outdone, Disney+ showcased its own vertical video initiative titled "Verts." Rita Ferro, President of Disney Advertising, highlighted how this tool integrates seamless, short-form storytelling and advertising directly into the streaming interface. By leveraging AI advancements, Disney+ aims to match content and products to specific user behaviors, making advertisements feel like a natural part of the browsing experience.

These announcements highlight a massive shift toward "social-first" streaming. Josh Feldman, NBCUniversal’s executive vice president of marketing, noted that these AI advancements are about meeting fans where they already are—scrolling on their phones. With both Disney+ and NBCUniversal leaning into vertical video, the line between social media engagement and premium streaming is officially disappearing.