Although it at first seemed nothing more than a brief gimmick that would be featured on various social media platforms, vertical videos have become extremely popular among viewers who have watched original programming made specifically for that format. A natural next step would be for streamers to develop more short-form shows, but the industry has already learned its lesson about going in on an impromptu trend after Quibi's short-lived run in 2020. Instead, major streamers have started experimenting with existing content, converting it into reels that might encourage viewers to check out the full libraries. Discovery is a key factor, but streamers are also trying to maximize time spent on their platforms by featuring short-form content directly on the homepage.
Streamers Are Embracing New Ways of Advertising
The rush to incorporate verticals into streaming infrastructures has been rapid, as six streamers have reportedly already made significant changes to the way they showcase short-form videos, per The Ankler. Netflix and Prime Video have both introduced “clips” segments on their mobile apps that offer short previews of new or upcoming programs, designed to generate interest from viewers curious enough to watch entire shows. Disney+ hopped on the same trend with a section called “Verts,” and it will likely expand given the upcoming deal to promote TikTok on the homepage. HBO Max has struggled to gain the same all-ages audience as its rival services, but the “Clips” section will become even more important going forward. As for Paramount+ and Peacock, they’re not just using short-form to promote their libraries; both services have begun experimenting with original vertical content that is designed directly for that format.
The shift to vertical as an advertising tool makes sense because marketing a TV series is harder than ever given the different ways that audiences discover content. There have been several instances in which high-profile shows seemingly underperform with viewership, and it’s not from a lack of trying; advertising dollars do nothing if they're wasted on billboards, trailers, and digital spots that don’t hook audiences the way they would have only a few years ago. Theoretically, vertical clips are the most authentic way to actually tease audiences about what they should be watching because they are directly lifted from the shows themselves and aren’t manipulated to give a false impression. However, it remains to be seen whether viewers accustomed to watching verticals will be interested in watching long-form content; in some cases, clips from shows might be their only interaction with the media because they view these reels as entertainment in their own right, not an advertisement. While this might seem like a cynical reading of what future generations of entertainment will look like, the fact that streamers have incorporated verticals into their service, no longer relying on social media to redirect viewers, suggests they will still be able to monetize their existing content, albeit in a different context.
Audience Attention Spans Are Shrinking
One benefit of clipping videos is that streamers have new opportunities to make use of their libraries by promoting older content. While it’s hard to make a trailer or marketing campaign that is based on a show that was released decades before the service even existed, there’s an opportunity that verticals have to expose younger viewers to programming that is before their lifetime; there’s a reason that Grey’s Anatomy, Family Guy, and Friends continue to dominate the streaming charts every year. There’s no telling when an older show might experience an unexpected resurgence in popularity; no one would have expected Suits to become a full-blown phenomenon on Netflix.
Adapting and augmenting with new technology is always going to be something streamers will have to do to survive, but there is a danger that vertical could sacrifice the creative art of storytelling. Verticals don’t have the creative potential of legitimate shows or films, and streamers can’t start developing content so that it can be easily digested in these short chunks that could potentially go viral. Predicting what an audience will respond to is not an exact science that can be planned out using formulas and metadata, as the industry has to believe that simply making a great show will spark viewer interest; just look at the way that The Pitt has exploded in popularity. It’s important to adjust to the times, and using verticals as a tool to bridge the generational gap is a noble intention that could nonetheless become dangerous if it becomes a barrier to creators.
Image via Netflix
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