Vurt Brings Vertical Microdramas to Smart TVs
As established streaming services race to capture viewer attention with vertical formats, startup Vurt is betting that the next evolutionary step for vertical series belongs on wide-screen televisions.
Radwan AbdulhadiEditor and technology writer
The Pivot to Wide-Screen Smart TVs
From Disney Plus to HBO Max, established streaming companies are continuously experimenting with vertical content to counter video-focused social media platforms like TikTok and Instagram. While most competitors focus exclusively on mobile phone screens, startup Vurt is taking a different approach by bringing its vertical entertainment platform directly onto wide-screen televisions.
Vurt has officially rolled out dedicated apps for Apple TV and Android TV, giving users access to a library of 3,500 episodes spanning over 100 different shows. Since its initial launch in March, the platform's user base has experienced rapid growth, scaling from 10,000 to 675,000 users.
Differentiating from Rivals
The platform primarily hosts soapy, melodramatic microdramas similar to those found on competitor services like DramaBox and ReelShort. However, while rival platforms have frequently become inundated with AI-generated slop, Vurt emphasizes that the vast majority of its series are produced using human casts and crews.
Furthermore, Vurt bypasses the need for viewers to deal with convoluted microtransactions by monetizing its library entirely through ad partnerships. This allows users to watch all available content for free without navigating complex digital currency systems.
Responding to Direct User Feedback
According to Vurt cofounder and angel investor Hilmon Sorey, the strategic push into dedicated TV applications originated from direct requests from the platform's user base. Users initially wanted an easy way to cast vertical videos from their mobile devices onto larger screens.
Rather than stopping at simple mobile casting, Vurt's development team realized they could better utilize television hardware capabilities. This technological integration enabled high-definition and 4K video playback alongside high-quality audio features for the platform's audience.
Creator Collaboration and Business Model
To continuously expand its catalog, Vurt partners with production studios and independent creators through licensing agreements that provide a 50/50 revenue split. Independent creators can directly submit their projects for review, and approved content can appear on the service within days.
Sorey notes that treating creators fairly and implementing a transparent "free-to-finish" model remain fundamental pillars of Vurt's corporate philosophy. The startup actively rejects complex gamification models utilized by platforms that control proprietary original content ecosystems.
The Future of Vertical Entertainment
While major technology companies experiment with multi-format feeds, Vurt continues to concentrate heavily on vertical programming while eyeing future expansion. The startup is currently working on the development of brand-new programming categories, including original scripted series and livestreamed sporting events.
By acknowledging the unique storytelling structure required for vertical videos—such as strong opening hooks and compelling cliffhangers—Vurt aims to establish vertical videos as a distinct genre of entertainment worthy of the living room screen.
Sources
- The VergeVurt wants you to look at vertical videos as a genre of their own
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