EQUIPThe Verge · 5h ago
Vurt wants you to look at vertical videos as a genre of their own
Executive Brief
The 30-second read
Major streaming services are adopting vertical video formats to counter the competitive threat from mobile-first social platforms. Vurt aims to redefine micro-dramas as a distinct content genre to capture shifting consumer attention.
- 01Legacy streaming services view TikTok and Instagram as existential threats to market share
- 02Industry leaders are actively experimenting with vertical content to retain viewer engagement
- 03Vurt positions micro-dramas as a standalone category rather than simple social media derivatives
- 04Strategic shifts toward vertical video target the evolving consumption habits of mobile-centric audiences
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Business Travel Management 2026: Program Blueprint →AI-generated summary · Verify at source
From Disney Plus to HBO Max, almost every major established streaming service is experimenting with ways to get into vertical content. It's clear that these companies see video-focused social media platforms like TikTok and Instagram as existential threats. In this arms race for viewers' attention, it has often felt like everyone is trying to find […]