Television industry adapts to vertical video and AI disruption

The television and streaming industry is undergoing significant shifts as vertical video content and new production models gain mainstream traction. At the MIPCOM television trade fair, industry leaders are addressing disruptions caused by phone-first vertical dramas, the rise of AI-generated content, and the dominance of platforms like YouTube.

Startup Vurt is attempting to evolve the vertical video genre by moving content from mobile devices to large screens. Having launched dedicated apps for Apple TV and Android TV, the company provides access to over 3,500 episodes of microdramas. Vurt distinguishes itself from competitors by using human casts and crews rather than AI-generated content and utilizes an ad-supported model to offer free viewing.

While traditional formats like spy thrillers, period dramas, and unscripted formats remain central to global buyers, the industry is increasingly focused on reconnecting with international partners to navigate these new business models.