Observed Signal · Oct 8, 2026 · Industry Insight · Source: The Drum · Impact: 2/5 · Sentiment: Neutral
Vertical Video Emerges as New Entertainment Format for Brands
At the Jupiter Festival in Miami, industry leaders discussed the rise of vertical video as a serious entertainment format, moving beyond short ads to branded serialized dramas. The trend originated in China and is spreading in the US, with platforms, producers, and brands getting involved. Experts argue that vertical video is a new media language, distinct from traditional TV, with short, hook-driven episodes designed for mobile viewing. Brands are encouraged to think like entertainment companies, creating content that prioritizes storytelling over direct promotion. Examples include Bilt's 'Roomies' series and Fanatics' access-driven content. However, the Chinese model shows that success also depends on heavy marketing, data, and distribution, not just content quality. The panel predicted that in 10 years, premium content will be consumed vertically on platforms like TikTok, while traditional TV remains relevant for other use cases.
The article discusses a trend in video content creation for vertical formats, which is relevant to ad tech as it may influence future ad formats and brand strategies, but it is not a specific corporate event or major industry shift.
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Key Takeaways & Evidence Grounding
- Jupiter Festival in Miami featured panel on vertical video as entertainment format.
- Evan Shapiro working with RoseBerry and Fremantle to rework 'Neighbours' for vertical viewing.
- Bilt's 'Roomies' series cited as example of brand storytelling over product promotion.
- Darren Darnborough co-founder of WeAudition and VertiCast noted a low-budget microdrama attracted 187 million views.
- Experts predict premium content will be consumed vertically on TikTok in 10 years.
Connected Companies & Entities
3 Entities mapped“Shapiro is working with RoseBerry and Fremantle on a project to rework the 40-year-old Australian soap Neighbours for vertical viewing....”
“He gave Fanatics as an example. The sports business has access to athletes, events and fans which conventional media companies would struggl...”
“Vand cited Bilt, the rent-rewards business and its Roomies series....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Vertical Dramas: The New AdTech Goldmine on Social Media
Short episodic vertical video series — called "vertical dramas" or short serialized formats — are surging on TikTok, Instagram and YouTube. Creator-produced episodic clips (usually 45–180 seconds) are generating massive reach by leveraging platform recommendation algorithms and the shift from a "social graph" to a "content graph." Examples include Justus Reid's My 5.000 Euro House (about 1.5 billion total views across platforms), Sydney Robinson's Group Chat (300+ million views) and other viral micro-series. New specialist apps (Reelshort, Dramabox, Goodshort) and a paywall-driven distribution model are emerging; Owl & Co. projects roughly $3 billion revenue outside China for the vertical-drama market by 2025. Brands are experimenting with native integrations, sponsorships and fully branded series (Hilton, Domino's, Tripadvisor, Pantene, KFC, Bilt, Aevor, Cozy Earth) to reach audiences and collect first-party data.
Streamers Embrace Vertical Video, Monetization Unclear
Major streaming services are adding vertical, short-form video features as they compete with TikTok, YouTube Shorts and Instagram Reels. Disney launched a vertical feed called Verts for Disney+, Netflix is rolling out a similar feed later this month, Peacock has hosted vertical clips for over a year and is expanding with a Bravo-focused tab, and Paramount rebooted its mobile app to include short-form capabilities. So far, platforms (Disney and NBCUniversal confirmed) are not offering ad placements inside these feeds, positioning them mainly as discovery engines to drive users toward long-form content. The newsletter also highlights the microdrama format — vertically shot, episodic short narratives originating in China — and early entrants like VeYou pursuing sponsorship and product-placement integrations rather than traditional ad breaks. The author questions whether large studios can economically replicate the social platforms’ short-form dynamics or monetize them quickly.
Producers Debate Vertical-Video 'Hochkant' Hype
German producers, platforms and agencies are debating the commercial potential of vertical-format fiction ('Vertical Drama' or 'Hochkant') amid growing global demand. The article reports industry views heard during Berlinale and an AI-focused event hosted by Fieldfisher Germany: some see the format as highly efficient and suited to low-cost, AI-assisted production and branded entertainment, while others argue monetization requires mass-reach apps and platform infrastructure currently lacking in Germany. Examples include Constantin Entertainment's strategic investment into Vertical Drama, US vertical platform Crisp Momentum's app launch (Nov 2025) and European startups like Vertical Minds planning the EiLiN app. Public broadcasters and producers (e.g., Radio Bremen, Banijay, Black Forest Studios) are experimenting with short-form vertical series and TikTok distribution. The piece highlights a perceived infrastructure gap (local distribution apps and monetization models) as the main barrier to scaling vertical fiction in Germany.
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