Vertical Video Series Reshape Entertainment: Mobile-First ‘Shorts’ Drive Explosive Global Growth

In a significant shift for the global entertainment industry, a new format is rapidly gaining prominence, transforming how narratives are consumed, particularly by mobile audiences. Known as “vertical shorts” or “vertical series,” these productions take feature-length cinematic concepts and break them down into ultra-short, minute-long segments meticulously designed for viewing on mobile phones. The format intentionally mimics the addictive, continuous scrolling experience characteristic of platforms like TikTok, catering directly to contemporary digital consumption habits.

Understanding the Format’s Appeal

The core innovation of vertical shorts lies in their adaptation to the mobile screen. Unlike traditional horizontal video designed for televisions or computer monitors, vertical video fills the entire screen of a smartphone held in portrait mode. This seemingly simple change fundamentally alters the viewing experience, making it more immersive and requiring no device rotation. By segmenting longer stories into one-minute installments, creators leverage the mobile user’s tendency towards short, frequent interactions, allowing viewers to dip in and out of a narrative seamlessly throughout their day.

This trend began gaining discernible traction around the period of the global pandemic, as digital consumption soared and mobile devices became increasingly central to daily life and entertainment. The format’s success is not limited to niche audiences; it is establishing itself as a major force in the market.

Global Phenomenon, Rapid Growth

The popularity of vertical shorts is particularly pronounced in international markets. China stands out as a region where this format is incredibly popular, benefiting from a large mobile-first population and a mature digital content ecosystem. Beyond China, some of the largest markets outside the United States are countries like India and the Philippines. These nations possess high rates of mobile phone penetration and consumption, providing fertile ground for entertainment designed explicitly for handheld devices.

While initially driven by Asian markets, the format is also making significant inroads and gaining popularity in the United States, signaling a broader, potentially global, shift in content consumption patterns. The market for these vertical video applications is experiencing rapid and substantial growth.

Industry Players and Economic Impact

Leading the charge in this burgeoning sector are dedicated applications designed to deliver these vertical series. Among the prominent players is ReelShort, an app that has quickly risen to prominence. Based in Silicon Valley, ReelShort is demonstrating the significant economic potential of this format, reportedly generating approximately $10 million in revenue per month.

The financial metrics underscore the explosive growth. According to recent figures, apps specializing in this format, including ReelShort and another notable platform, DramaBox, collectively earned $146 million in global revenue outside of China during the first quarter of 2024 alone. This figure represents a staggering 8,000 percent increase compared to the revenue generated by such apps in 2023, illustrating the rapid acceleration of this market within just one year.

Driving Factors and Expert Insights

Several factors contribute to the success of vertical shorts. The convenience of consuming entertainment in minute-long bursts caters to busy lifestyles and potentially shorter attention spans cultivated by social media feeds. The full-screen, vertical format offers an intimate viewing experience tailored precisely for the device most people carry constantly.

The rise and implications of this entertainment format were recently the subject of discussion between EJ Dickson, a senior writer at New York Magazine who covers culture, and Ali Rogin of PBS NewsHour. Their conversation highlighted the format’s disruptive nature and its potential to capture significant market share by aligning content delivery with contemporary mobile user behavior.

The Future is Vertical

The explosive growth, substantial revenue generation by key players like ReelShort, and increasing popularity in diverse global markets, including the U.S., indicate that vertical shorts are more than just a fleeting trend. They represent a fundamental adaptation of long-form storytelling for the mobile era. As technology continues to evolve and mobile devices remain central to digital life, the vertical series format is poised to play an increasingly significant role in the future landscape of entertainment consumption worldwide.