Vurt Expands Vertical Microdramas to Big Screens with Smart TV Apps

Image: Illustrative image · Apple Inc. · Public domain · Source

Vurt launches Apple TV and Android TV apps to bring its vertical video microdramas to smart TVs, aiming to create a distinct genre experienced beyond smartphones. The free-to-watch ad-supported platform has grown rapidly since March.

The streaming landscape is witnessing a surge in vertical video content as traditional platforms attempt to rival social media giants like TikTok and Instagram. Amid this trend, startup Vurt is distinguishing itself by focusing on vertical microdramas designed not just for mobile devices but also for large-screen televisions.

Since March, Vurt has launched dedicated applications for Apple TV and Android TV devices, providing access to over 3,500 episodes across more than 100 shows. The platform’s user base has impressively expanded from 10,000 to around 675,000 in just several months.

Unlike many competitors flooded with AI-generated content, Vurt features primarily human-produced series characterized by soapy, melodramatic storylines similar to rivals like DramaBox and ReelShort. Vurt operates on an ad-supported, free-to-finish model, avoiding complicated microtransactions and allowing viewers to watch all content without upfront payments.

Hilmon Sorey, Vurt’s cofounder and angel investor, highlights that the move to dedicated smart TV apps was driven by user feedback. Initially enabling casting from phones to TVs, the company recognized it could enhance the viewing experience by leveraging the native technology of smart TVs to deliver high-definition video and superior audio quality.

Vurt acquires its content through licensing agreements with production studios and independent creators, offering a 50/50 revenue split. Independent projects can be submitted directly and typically become available on the platform within days. Fairness to creators and responsiveness to their input are core company principles.

The company also plans to expand its programming to include original series and livestreamed sporting events, continuing to focus on vertical formats. Creators have indicated that vertical microdramas can be immersive on large screens despite the format's unconventional dimensions, thanks to storytelling techniques that utilize hooks and cliffhangers effectively.

Sorey observes that qualities often criticized in vertical microdramas—such as formulaic plots, short episodes, and sometimes questionable acting—are intrinsic to the genre and help maintain viewer engagement. Indeed, Vurt has recorded increased viewing durations among TV app users, suggesting that offering vertical videos on larger screens can enhance the overall audience experience.

While broader consumer appetite for vertical video on wide screens remains uncertain, Vurt’s early success and user engagement indicate a potential new avenue for vertical content beyond smartphones. As streaming services and social media platforms continue experimenting with vertical video formats, Vurt’s approach may signify a distinctive niche in the evolving digital video ecosystem.