Vurt, a streaming startup, is positioning vertical video content as a distinct entertainment genre suited for wide-screen televisions rather than just mobile phones. The company launched dedicated apps for Apple TV and Android TV in March, offering 3,500 episodes across more than 100 shows. Its user base has grown from 10,000 to 675,000 users since the launch.
Unlike rival platforms DramaBox and ReelShort, Vurt features primarily human-produced microdramas rather than AI-generated content. The service operates on a free, ad-supported model with no paywalls or microtransactions. Vurt cofounder Hilmon Sorey said the decision to build native TV apps came from direct user feedback requesting better viewing experiences on larger screens. "At first, we developed the ability for folks to cast to smart TVs, but we decided that wasn't the best experience because we could leverage all of the technology in those large-screen devices to bring features like HD/4K video, and the ability to do really high-quality audio," Sorey said.
Vurt distributes content through licensing agreements offering creators a 50/50 revenue split. Independent creators can submit projects directly, with approved content becoming available within days. Sorey criticized competitor monetization tactics as deliberately confusing. "If you are a platform that's doing your own original content and you don't have creators to pay, then 'give us $20 and we'll give you 500 coffee beans' kind of gamification is intentional. It's a ruse that they can use to boggle your mind because they control that entire content ecosystem," he said.
Sorey argues vertical microdramas constitute a distinct genre defined by formulaic plots, short episodes, and cliffhanger structures designed to prompt immediate viewing of the next installment. "You've got to have your hook to begin and at the tail end of that, you've got to thrust them into the next episode by virtue of a cliffhanger," he said. He notes that when consulting creators about viewing preferences, many insisted vertical content can feel equally immersive on television screens as on phones despite displaying blank spaces on either side.
Vurt reports increased engagement times among users accessing content through the TV apps, suggesting the larger-screen experience drives higher viewing activity. The company is developing new programming including original series and livestreamed sporting events while maintaining focus on vertical format. Major streaming services including Disney Plus and HBO Max are experimenting with vertical content as competition with mobile-first platforms like TikTok and Instagram intensifies.