Vurt is betting that the next big thing in vertical entertainment is not just living on our phones but on our big-screen TVs. Unlike most vertical microdrama platforms, Vurt has pivoted to develop dedicated apps for smart TVs, offering a library of 3,500 episodes across more than 100 shows. The company’s focus on human-crewed, soapy dramas and its 'free-to-finish' model are key to its success, as Hilmon Sorey, Vurt’s cofounder, points out.

Sorey believes that the distinctive format of vertical microdramas, with their formulaic plots and short episodes, provides a unique immersive experience that can be enhanced by the larger screen. This approach challenges the notion that vertical content is inherently unwatchable, as Vurt has seen increased engagement time on its TV apps.

The company’s strategy is part of a broader trend in the industry, with established platforms like Instagram attempting to adapt their vertical content to fit more traditional viewing methods. Vurt’s focus on vertical content on TVs could be seen as a counterpoint to this trend, offering a niche that might not have been fully explored yet.

Despite the success of Vurt’s TV apps, the question remains: will there be a broader appetite for vertical videos on TVs? As more platforms experiment with vertical content, Vurt’s approach could indeed be the future of entertainment.