Vurt Targets TVs with Vertical Video Genre

As streaming services like Disney Plus and HBO Max compete for attention, a new startup is reimagining vertical videos as a distinct genre. Vurt, a platform known for its microdramas, is expanding beyond mobile by launching apps for Apple TV and Android TV. The move comes after user feedback highlighted a demand for viewing vertical content on larger screens. Unlike many competitors, Vurt focuses on human-produced content and offers free viewing through ad partnerships. The company's cofounder, Hilmon Sorey, explained that the shift was driven by the potential to leverage smart TV technology for higher quality audio and video. Vurt's strategy includes licensing agreements with production studios and direct submissions from independent creators, ensuring a 50/50 revenue split. This approach aligns with the company's philosophy of fairness to both creators and users, emphasizing a 'free-to-finish' model that avoids microtransactions. The platform is also exploring new programming formats, such as original series and live sports, while maintaining its focus on vertical content. Sorey believes the unique storytelling style of vertical microdramas, despite their formulaic nature, keeps users engaged. Early data suggests that viewers on TV apps are spending more time with the content, likely due to the convenience of watching without picking up a phone.