Vurt wants you to look at vertical videos as a genre of their own
First reported by The Verge ·
Vertical videos can now deliver an immersive HD/4K experience on your TV, not just your phone.
The startup Vurt is challenging the perception of vertical videos by promoting them as a distinct genre and expanding their viewing to smart televisions. Initially focused on mobile, Vurt has launched dedicated apps for Apple TV and Android TV, offering over 3,500 episodes across 100 shows. Since its March launch, Vurt's user base has grown to 675,000, up from 10,000. The platform primarily features soapy microdramas, differentiating itself from competitors by largely avoiding AI-generated content and offering all content for free through ad partnerships, rather than microtransactions. Vurt's move to smart TVs was driven by user feedback for larger screen experiences and leveraging TV technology for better video and audio quality. The company partners with production studios and creators, offering a 50/50 revenue split and enabling quick distribution for submitted projects.
Vurt's strategic shift to smart TVs signals a broader industry recognition that vertical content, particularly microdramas, is evolving beyond a mobile-only format. By embracing larger screens, Vurt aims to capture viewers seeking a more engaging, high-fidelity experience, potentially setting a new standard for how this content is consumed and valued. This move could compel other streaming platforms to re-evaluate their content delivery strategies and invest in optimizing vertical series for a wider range of devices, not just phones.
The company's commitment to human-produced content and a free-to-finish monetization model contrasts sharply with the growing prevalence of AI-generated content and complex microtransaction systems on competing platforms. This focus on creator fairness and user accessibility positions Vurt as a potential disruptor in the short-form video market, appealing to both creators seeking equitable partnerships and viewers looking for an ad-supported, straightforward viewing experience.
AI-written summary. May contain errors.