Play launches vertical video offering Play Shorts in the Play app

Play launches Play Shorts on 2 June 2026, a vertical video offering within the Play app featuring short fiction and non-fiction formats developed for mobile consumption. Content is produced in collaboration with local production companies including Ded'sit and Woestijnvis.

Brands can engage commercially via sponsorship, product integrations or tailor-made formats built around a brand or campaign. Commercial representation is handled by Ads & Data, the national sales house of Telenet, Play Media, Mediahuis and Proximus. At launch, the fiction series *De Assistent Onder Mij* (Ded'sit), with episodes of approximately 90 seconds, is available.

Ads & Data also handles advertising sales for De Standaard, Nieuwsblad, Gazet van Antwerpen, Het Belang van Limburg and VRT MAX.