Why Are Vertical Dramas the Next Big Trend in Media App Development

In early 2024, we watched the complete 52 episodes of TikToker Reesa Teesa's "Who TF Did I Marry TikTok" story. She filmed it in her own time during everyday activities like getting ready for work, driving her car and so on. Every episode currently averages approximately eight million viewers.

In the space of a few months, social media strategists began advertising multi-episode character-driven dramas that tell stories as a marketing strategy to keep audiences engaged. Brands such as luxury jewelry house Alexis Bittar jumped on this for entertainment app development, putting together the quirky, bling-loving Upper West Side character Margaux Goldrich and her patient PA for a six-month Reels campaign.

Although the idea isn't novel (Chinese producers Tencent Video first invested in the concept in 2018), Vertical dramas are gaining serious momentum. In 2025, American production companies will likely consider giving this a try. In the year's final quarter, a specific title caught our eye: The True Heiress Vs. Fake Queen Bee or, as we've dubbed it, the Kaplan Heiress. The buzz it created in the minds of Filipino viewers took us into the rabbit hole of drama vertical.

The Making Of Vertical Dramas

Most vertical dramas rely on the most common plots - falling for a wealthy boss, an unplanned night-time romance that transforms into love or even a bullying ex-con who is the fated companion of a werewolf. There's also the traditional love triangle in high school and the teen virginally gets involved with a hot school athlete to complete the bucket list of wild adventures.

The list goes on and on and truthfully, we've been exposed to these types of tropes before in TV shows, fanfics or even web-based novels. However, what makes vertical television dramas distinct isn't their content and how they're told. That is to say, they're easy to watch and engaging AF. ReelShort, one of the largest sites for vertical dramas, states that the format requires the creators to "rethink traditional storytelling techniques."

Because these shows usually run for only one hour and a half, the length of each episode is reduced and the pace is much faster than the pacing we are used to from traditional shows. The executive producer of ReelShort, Bofan Zhang, breaks it into pieces: "Filming in this format means adapting scenes for a more focused, intimate viewer experience. With shorter runtimes and a fast-paced narrative, we must convey emotion and story quickly, adjusting our approach to keep the storytelling impactful despite constraints."

Why Vertical Dramas are the Next Big Thing in Media App Development?

Here are four factors that suggest vertical series will be the next trend to watch.

There is No Need to Pay Attention for a Long

You're browsing Instagram, sending Reels to acquaintances or checking out TikTok. Your focus is dispersed. It's not the same as in vertical sequences.

The entire plot of the short-form series is built on hooks, which include fast-paced dialogue, sharp twists and a few unexpected twists. It's simply not possible to be watching these while working. In the blink of an eye, you'll be missing all.

There is no need to spend the entire weekend (or even longer) watching a show. In addition, you won't need to focus for more than 30 minutes. Bite-sized series lets you explore multiple story arcs in the time needed to drink your morning cup of coffee. The retention rates prove the efficacy of this model. Over 85% of the paying users return after the first day and 75% follow one week.

Vertical series are launching streaming platforms and social media platforms where you are spending your time on screens.

Emotional Engagement

In the 5-7 minutes they watch an episode, viewers can experience the same amount of emotion as they can during the entire show on Netflix. Screenwriters and marketers are on hand to bring you to tears and laughter and perhaps throw out your mobile (don't do it!). This is a full-on emotional exercise.

In traditional TV shows, it can take several episodes to "get" a character. In a series with a vertical format, it takes only two minutes.

Multiple plot elements can increase the story's intensity by as much as 10 times. Cheating, love triangles, toxic relationships -You can be involved in more drama in a single episode than most people have to in a single month.

Match to your Viewer's Lifestyle

More than 70% of viewers watch videos on their smartphones and 94% of them hold their phones vertically when doing this. It's more natural and comfortable. There's no requirement to rotate the device or crane one's neck and elbow-bumping is not necessary.

ByteDance discovered this in 2018 when they first launched TikTok. In 2024, people consume an average of an hour using this video-sharing platform for short form.

The parent company of TikTok doesn't stop in the realm of low-quality but popular user-generated content. They're now investing heavily into creating quality, short vertical series. It's as if they're taking the addicting quality of TikTok and putting it with a professional edge. It's working. The bite-sized programs draw people away from streaming platforms, particularly in Asia.

Vertical TV shows are simple to stream on the subway or bus while you travel to work. They can be watched during the break between work while you eat lunch. It is possible to watch the show before going to bed and not wake up the next morning feeling shattered because you were caught in "the one more episode" trap. It's entertainment that adjusts to the viewer's lifestyle and not vice versa.

Furthermore, the compact nature of these shows means viewers can easily continue the place they left off without getting lost in the intricate plots. Don't worry about recollecting the details from episode 1 while viewing episode 40. Each episode is created to be satisfying on its own but still be an integral part of the overall story. The high-energy pace and numerous story hooks mean you can jump right to the action without getting confused.

This makes the series vertically appealing not just to GEN Z but to everyone. Based on our research, 25% of our viewers are 45 or older and enjoy short romantic comedies and soap operas.

Cheaper Production - Greater Marketability

Netflix has spent AED 4 million on a film similar to Miller's Girl, which produced just AED 900k. The average cost of the vertical series is 200-300k. However, it's far better than similar shows aimed at the same market, which is a fan of soap operas.

To a producer, this gives them the chance to get a faster repayment on the series and to film as many dramas as they can within a short time. Viewers can have a wide selection of programming and you can catch a new show every day.

Yes, there are disadvantages compared with streaming. They're not in the same great locations and don't involve Hollywood celebrities (yet). This is the place where marketing can play a role. Vertical series are ideal for promotion. It's simple to make an engaging 15-second video that makes viewers want to view the entire series.

The brief and intense episodes are great to share on social media. People are eager to discuss the latest drama twists and developments with their pals, which helps the shows get noticed by the masses.

The Challenges Of Vertical Dramas

At first, it appears easy. How hard could it be to make an hour-long series? It's more difficult than it appears. In a conversation with Maya Jenson and Daniela Couso from The Kaplan Heiress, they talked about their challenges in shooting 60-90 scenes in just two weeks. That's a difficult schedule, to say the least.

ReelShort further deconstructed three main issues that make filming particularly challenging for teams of producers. The first is that, although the vertical format can be convenient to viewers, it hinders actors' side-to-side motion, limiting on-screen blocking and framing.

In addition, stories have to be more specific due to each episode's short time. ReelShort's description states, "With fewer characters per scene, there's a heightened focus on intimacy, vulnerability and sharper storytelling." This creates a fast-paced storytelling problem. It's about getting attention and ensuring the story is believable.

Finally, "Shorter episodes demand innovative storytelling," states ReelShort. "We emphasise character development in the present moment, often using techniques like flashbacks to provide depth quickly. The format doesn't allow for long build-ups, so every moment counts. This makes the storytelling faster-paced but more concentrated, requiring efficient and impactful character exploration."

In the end, even though vertical dramas can seem straightforward to create, the format's limitations demand filmmakers to be more imaginative, efficient, effective and deliberate in every frame.

Are Vertical Dramas the Future of Streaming?

Okay, given all of that—and the fact that viewers are increasingly attracted to vertical television shows—are vertical dramas really the future of digital streaming? Do we expect to see more of this style?

It's worth noting that Quibi, a streaming service and short-form platform introduced in 2020, also tried to change the way mobile-first viewers view vertical content but ultimately was unsuccessful due to its expensive production process and the difficulty of keeping customers. However, platforms such as ReelShort can now refine their method, showing that vertical-oriented dramas can be successful in a way tailored to viewers' needs.

ReelShort indeed believes in the future of vertical dramas for custom entertainment app development, not only within the U.S. but across the globe. "Vertical dramas are the future of streaming, especially with mobile-first audiences. As ReelShort continues to grow, we see firsthand how well this format resonates with viewers," they said.

However, this doesn't mean that vertical dramas will take over traditional television. They're an innovative, fresh approach to meeting the demands of the modern-day viewing habits of our rapidly-moving world. "Our audience craves short, engaging stories that fit seamlessly into their daily lives. We believe the vertical format will complement traditional mediums, offering a new and unique way for audiences to experience content," ReelShort executive producer Bofan Zhang concluded.