The once-dismissed vertical video format has become a strategic necessity for broadcasters. Vertical videos now command 78% more screen real estate on mobile devices than horizontal formats, compelling a significant shift in content creation and distribution.
This change is driven by viewers' increasing preference for smartphone consumption. “Mobile viewing has fundamentally shifted how content is created and delivered,” notes Yoann Hinard, COO of Witbe. “Data shows that viewers spend more time with vertical video content on smartphones than traditional horizontal formats.”
Dubai-based Blinx exemplifies this transformation. Launched in September 2023, the platform achieved 5 billion views and 6.5 million followers on Instagram and TikTok within a year, focusing on vertical, social-first content for Gen Z and millennials. Their daily production of over 50 stories blends traditional media credibility with digital engagement.
Even premium content is adapting. “Last year, Sky Sports Germany notably decided to stream a Super Cup match on TikTok, vertically and with multi-screens, providing the audience on the platform with a unique viewing experience,” says Edouard Griveaud, senior product manager at Vizrt.
The impact extends beyond viewer preference. Magna Global research indicates a 90% brand recall rate for vertical videos versus 69% for horizontal videos. eMarketer reports that 71% of mobile users prefer vertical video advertisements.
“Content distribution platforms have changed the way consumers watch content,” says Sean Lee, CEO of OpenDrives. “Social media has led to vertical formats and shorter clips being more accepted, even preferred.”
However, adapting to vertical formats presents technical and creative challenges. Traditional workflows need modification, prompting some, like Blinx, to build specialized pipelines using NDI and leveraging XR and AI.
“The biggest challenge for broadcasters will be meeting the audience where they are,” says Kate Dimbleby, CEO of Stornaway. “With most people under 30 engaging on games platforms and social media more than linear broadcast media. Where we see platforms pushing the boundaries is in creating cross platform campaigns that deliver content to viewers in the ways they want to receive it.”
Databox research shows a 13.8% higher visibility for vertical videos on Facebook, while Snapchat reports nine times higher completion rates. “A multitude of engaging content, delivered through different platforms, is likely what will retain audiences today,” Griveaud adds.
“Mobile viewing is changing the way networks connect with audiences,” says Meghna Krishna, CRO of Magnifi. “As the ‘second screen’ during live events, it adds an interactive layer—think live polls, social media engagement, or bonus content that keeps viewers hooked.”
“Essentially, anything that mixes what broadcasters have access to more exclusively — for instance, better footage and tech — with the preferred platforms and formats of younger generations,” Griveaud concludes.
“Broadcasters are not just focused on playing catch up with streamers, we can see that they are actively pushing the envelope to innovate and engage in brand new ways with their audiences to surpass their streaming competition,” says Nav Khangura, VP of sales and business development at TMT Insights.
Chris Wilson of MediaKind notes that vertical video “enhances the immediacy of the second-screen experience where traditional landscape formats fall short.”
“To effectively engage mobile audiences, networks and platforms must adapt their content strategy to embrace both vertical video formats and short-form storytelling,” Hinard concludes.