Short-form, vertical video has become the standard format for social media and streaming platforms, driven by algorithmic feeds and lucrative advertising models.

Vertical video has become the dominant format across social and media platforms, fundamentally changing how users consume content. What began as a feature on Snapchat has been adopted by major competitors, including Instagram, Facebook, and YouTube, as platforms shift from social networking to algorithmic entertainment.

The Evolution of Vertical Video

Snapchat launched Stories in 2013, popularizing the vertical format. By 2016, Instagram had adopted the feature, followed by other platforms like LinkedIn and Tinder. The rise of TikTok, which launched in the U.S. in 2018, further accelerated this trend by combining vertical video with an algorithmic 'For You' page that prioritizes content over social connections.

Industry Standardization and Revenue

Major platforms have increasingly standardized their offerings, copying features like duetting, stitching, and algorithmic feeds. This shift has proven highly profitable; Meta reported in 2025 that its Reels feature was becoming a $50 billion annual business. Similarly, YouTube reported 200 billion daily views of Shorts by the end of 2025, noting that the format earns more money per watch hour than standard videos.

Broad Adoption Across Media

Beyond social media, streaming services including Netflix, Disney Plus, and Spotify have introduced vertical-scrolling feeds or short-form video features. Advertisers have also adapted, utilizing AI to create and target vertical ads that integrate seamlessly into these endless feeds. While some users are showing signs of fatigue, the format remains the primary focus for marketing investment in 2025.