TikTok drives global shift to vertical video across platforms

Short-form vertical video has become the dominant format for online content, propelled by the widespread use of smartphones. The trend began with Snapchat’s Stories feature in 2013 and accelerated when TikTok (known as Douyin in China) entered the U.S. market in 2018, marrying the vertical view with algorithm‑driven discovery. Major platforms quickly followed: Meta introduced Instagram Reels in 2016, YouTube launched Shorts, and even services such as Netflix have experimented with vertical clips.

Creators worldwide have adapted their production to the 9:16 aspect ratio. In Spain, popular streamers like Ibai Llanos edit livestreams into vertical snippets for TikTok and Reels, while events such as the Kings League broadcast their highlights in vertical format. The ergonomics of holding a phone upright and algorithmic preference for native vertical content have made the format the new standard for digital entertainment.