The vertical video takeover is here

2026-07-26 · Source: The Verge · Field: Media & Entertainment — Digital Media & Streaming, Advertising & Marketing Technology, Content Creation & Production · Depth: Fundamental Awareness, long

Summary

Vertical video has achieved widespread dominance across social media and entertainment platforms, largely spearheaded by TikTok's success and subsequent replication by competitors. Initially popularized by Snapchat's Stories in 2013, the format gained significant traction as smartphones became ubiquitous. TikTok, launched in the US in 2018, combined vertical video with algorithmic "For You" pages, making content creation and consumption effortless. This led to Instagram's Reels in 2020 and YouTube's Shorts in 2021, both adopting TikTok's design, algorithmic prioritization, and features like duetting. By 2024, Meta reported Instagram users spending over half their time in Reels, projecting a \$50 billion annual business by 2025. YouTube reported 200 billion daily Shorts views by late 2025. This shift has transformed social networks into algorithm-driven entertainment, with even streaming services like Spotify and Netflix launching vertical video clones, driven by high user engagement and lucrative advertising opportunities.

Key takeaway

For product managers developing mobile content strategies, recognize that vertical video is the established standard for engagement and monetization. Your focus should be on optimizing for algorithmic discovery and full-screen, short-form content, as users expect instant gratification and endless feeds. Ignoring this trend risks significant audience and advertising revenue loss; even traditional streaming services now adopt vertical formats to compete.

Key insights

Vertical video's dominance stems from its perfect fit for smartphones, algorithmic feeds, and high advertising revenue.

Principles

• Smartphone form factor dictates content.
• Algorithms drive engagement more than social graphs.
• Copying successful features accelerates market adoption.

Method

Platforms achieved vertical video dominance by combining vertical-first formats with algorithmic content delivery, easy creation tools, and integrated full-screen advertising.

In practice

• Prioritize vertical content for mobile audiences.
• Integrate algorithmic content discovery.
• Design for seamless, endless scrolling.

Topics

• Vertical Video
• TikTok
• Social Media Platforms
• Algorithmic Feeds
• Digital Advertising
• Content Strategy
• Mobile Entertainment

Best for: Entrepreneur, Product Manager, Executive, Marketing Professional

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Editorial summary, takeaway, and curation by AIssential. Original article published by The Verge.