Vurt encourages a fresh perspective on vertical videos as a distinct genre.

From Disney Plus to HBO Max, nearly every major streaming service is diving into vertical content, recognizing the challenge posed by video-centric social media platforms like TikTok and Instagram. In this competitive landscape for viewer attention, it seems everyone is scrambling to find new ways to engage audiences on their mobile devices. However, a new startup believes the future of vertical series lies on our big-screen TVs.

Unlike most platforms focused on mobile viewing, Vurt is shifting its attention to smart TVs. The company has recently rolled out dedicated apps for Apple TV and Android TV, offering access to 3,500 episodes across over 100 shows. Since its launch in March, Vurt’s user base has skyrocketed from 10,000 to 675,000.

Vurt primarily showcases the soapy, melodramatic microdramas that have made competitors like DramaBox and ReelShort popular. However, while those platforms are often flooded with AI-generated content, Vurt prides itself on featuring series produced by human casts and crews. Plus, with its ad-supported model, viewers can enjoy all the content for free, avoiding the hassle of complicated microtransactions.

In a recent conversation with Vurt cofounder and angel investor Hilmon Sorey, he shared that the push for dedicated TV apps stemmed from user feedback. Viewers wanted a way to project the vertical content they were already enjoying on their phones onto larger screens, but Vurt’s team believed they could enhance the experience even further.

“At first, we developed the ability for folks to cast to smart TVs,” Sorey explained. “But we realized that wasn’t the best experience. We could utilize the technology in those large-screen devices to offer features like HD/4K video and high-quality audio.”

To expand its library, Vurt enters licensing agreements with production studios and creators, ensuring a 50/50 revenue split. Independent creators can submit their projects for distribution, and once approved, they can be available for streaming in just a few days. Sorey emphasized that fairness to creators and listening to their needs are fundamental principles of Vurt’s philosophy. He also highlighted the platform’s “free-to-finish” model as a way to ensure fairness for users.

“If you’re a platform creating your own original content without creators to pay, then the ‘give us $20 and we’ll give you 500 coffee beans’ kind of gamification is intentional,” Sorey argued. “It’s a trick to confuse users because they control the entire content ecosystem.”

Vurt’s entry into the TV space comes as more established vertical platforms explore ways to extend their reach beyond mobile devices. This past June, Instagram enhanced its TV app to include Reels, disappearing Stories, and horizontally oriented videos, seemingly trying to keep up with YouTube. Vurt, however, remains committed to vertical content while developing new programming, including original series and livestreamed sports events.

In preparation for its TV app launch, Vurt consulted content creators about their viewing preferences. Many expressed a preference for watching films and shows in theaters or on large screens due to the immersive experience. However, Sorey noted that creators also believe vertical microdramas can be just as engaging, whether viewed on a phone with earbuds or on a TV.

“You can have a different kind of immersive experience—even on a wide screen in vertical format—because verticals tell their stories in a unique way,” Sorey said. “You need a strong hook at the beginning, and a cliffhanger at the end to pull viewers into the next episode.”

Sorey believes the stylistic traits of vertical microdramas—formulaic plots, questionable acting, and very short episodes—create a distinct form of entertainment that sets them apart from traditional TV shows and films. While some may find vertical content unwatchable, these characteristics seem to keep Vurt’s users engaged. The company has observed an increase in overall engagement time for viewers using its TV apps, likely because they can easily consume content without reaching for their phones.

While Vurt may appeal to fans of microdramas, it remains uncertain whether there’s a wider audience for vertical videos with blank spaces. However, with so many platforms experimenting with endless feeds of vertical content, Vurt might be onto something significant.