TVs Get Vertical: Vurt Streams Microdramas

Vurt, a streaming startup, is pioneering the move of vertical microdramas from mobile phones to widescreen televisions. The company recently launched dedicated apps for Apple TV and Android TV, providing access to over 100 shows and 3,500 episodes. This strategic pivot follows user feedback requesting a larger screen experience for vertical content.

Vurt's user base has surged from 10,000 to 675,000 since its launch in March, indicating strong market reception. Unlike many competitors, Vurt focuses on human-produced content, distinguishing itself from AI-generated material. The platform operates on an ad-supported model, allowing viewers to watch all content for free.

Co-founder Hilmon Sorey highlighted the decision to build native TV apps over simple casting features, enabling high-definition video and quality audio. Vurt partners with production studios and creators, offering a 50/50 revenue split and allowing independent creators to submit projects for rapid distribution.

The company is also exploring new programming formats, including original series and livestreamed sporting events, while maintaining its focus on vertical content. Vurt's expansion to televisions coincides with other platforms experimenting with vertical video integration, suggesting a broader industry trend towards diverse viewing experiences.