The Explosive Rise of Vertical Dramas in Hollywood
If you have not yet encountered vertical dramas, prepare for their imminent takeover. These rapid-fire series, typically broken into episodes lasting just a minute, have seen an unstoppable ascent over the past two years. Now, Hollywood is diving headfirst into this burgeoning medium, with major studios launching dedicated ventures and top-tier talent flocking to participate.
What Are Vertical Dramas?
Vertical dramas derive their name from the 9:16 filming format, which is taller than it is wide, making them perfectly suited for smartphone viewing. Production is swift, often completed in about a week by compact crews, and actors must deliver flawless performances in minimal takes. The primary goal is to captivate viewers, driving them toward paywalls with relentless pacing that pivots from one cliffhanger to the next every 90 seconds.
Jen Cooper, a vertical drama consultant, explains, "Every single Hollywood studio you can think of is involved or trialling. For actors in America, 90% of the jobs are verticals." In a stagnant entertainment market, verticals represent a rare area of explosive growth, with revenues skyrocketing by 8,000% year-on-year, as reported by Deadline.
Targeting Underserved Audiences
Cooper highlights that the massive success of vertical dramas stems from serving a significantly overlooked demographic: women who read romance novels. "You might watch them and think, 'This is not The Godfather – this is bizarre,' but then you look at romance novels and you're like, 'Ah, right, OK.' It's serving all that audience that couldn't find anything anywhere else," she notes. The format meets viewers where they are—on their phones—encouraging focused attention without the distractions of multitasking.
A Guide to Notable Vertical Dramas
To understand the current landscape, here is a selection of vertical dramas that exemplify the industry's trends and appeal.
- Breaking the Ice (ReelShort): This series about a sexy ice hockey star went supernova, attracting new viewers in regions like Indonesia and the Philippines. The plot is frenetic, featuring pregnancy revelations, slaps, kidnappings resolved in 45 seconds, and one-punch fights set to an overblown musical score. It is both bewildering and stupidly entertaining, though it quickly introduces paywalls requiring coins or subscriptions.
- How to Tame a Silver Fox (ReelShort): An age-gap romance that went viral on TikTok, this story follows a girl falling for her dad's friend, who is riddled with red flags. Despite its grim tone and questionable character traits, it has found a dedicated audience, showcasing the niche appeal of verticals.
- American Sniper: The Last Round (ReelShort): Aimed at male viewers, this action-packed series features rapid shootings and a protagonist dubbed the King of Guns. It is described as profoundly dumb, akin to something one might watch drunk at 2am, yet it highlights efforts to diversify the audience base.
- Spark Me Tenderly (My Drama): A massive hit reminiscent of Fifty Shades of Grey, this series involves a BDSM contract and heavy petting, driven by a social media push that made it appear more explicit than it is. It caters to an audience craving sensational, romance-driven content.
- In Other Words, I Love You (DramaBox): A YA story about an American scholarship student at a posh British school, this vertical stands out for its well-crafted material and trust in its audience. With a talented British cast and a coherent plot, it sets a benchmark for quality in the medium.
- Game of Choice (Tallflix): An ambitious action drama inspired by Squid Game, condensed into a couple of hours on a budget. It features stunts and internal drama, representing a significant leap forward for verticals and signaling the medium's push toward mainstream acceptance.
The Business Model and Future Outlook
Vertical dramas often employ a freemium model, where initial episodes are free, but paywalls prompt viewers to watch ads or purchase coins and subscriptions. While costs can exceed standard streaming services, fans are willing to invest, similar to spending on hobbies like live music or sports. As Hollywood continues to trial and invest, vertical dramas are poised to reshape entertainment consumption, driven by their ability to hook viewers and serve specific, passionate audiences.
