Vurt Bets on Vertical Microdramas for the Big Screen
AI-generated image · Bay Street Wire
While legacy streamers view vertical video as a mobile-first threat, startup Vurt is integrating the format into smart TVs to capture the next generation of viewers.
Established streaming services, including HBO Max and Disney Plus, are currently experimenting with vertical content as they view platforms like Instagram and TikTok as existential threats, as The Verge first reported.
While many services focus on mobile experiences, startup Vurt is pivoting toward wide-screen televisions. The company has launched dedicated apps for Android TV and Apple TV, offering 3,500 episodes across more than 100 shows. Since its March launch, Vurt's user base has expanded from 10,000 to 675,000 users.
Unlike rivals such as ReelShort and DramaBox, which Vurt claims are inundated with AI-generated content, Vurt utilizes human casts and crews. The platform employs a "free-to-finish" model funded by ad partnerships, avoiding the microtransactions and gamification common in other ecosystems. Vurt cofounder and angel investor Hilmon Sorey told The Verge that the shift to TV apps allows the company to leverage HD/4K video and high-quality audio.
To scale its library, Vurt utilizes licensing agreements with creators and studios based on a 50/50 revenue split. Sorey argues that vertical microdramas represent a distinct genre of entertainment characterized by short episodes, formulaic plots, and cliffhangers, which can remain immersive even on a wide screen.