As major streaming platforms like Disney Plus and HBO Max experiment with vertical video, a new startup named Vurt is attempting to redefine the format by moving it to the living room television. While vertical video has historically been confined to mobile devices and social media apps, Vurt suggests that vertical series have evolved into a distinct genre that deserves a place on larger screens.

Industry analysts note that established streaming services are currently engaged in an "arms race" for user attention, viewing the popularity of TikTok and Instagram as existential threats to traditional long-form media. Most existing platforms for vertical micro-dramas are designed specifically for the phone, but Vurt is positioning itself as a pioneer in adapting this content for the television experience. By doing so, the company hopes to capture viewers who are accustomed to short-form, vertical storytelling but desire a higher-quality viewing experience on a wide-screen display. The shift represents a broader trend in the media industry where the boundaries between social media content and traditional streaming services are becoming increasingly blurred.