In the ever-evolving digital landscape, publishers are confronting a pivotal transformation, not in the substance of their content but in its format. The rise of vertical video has redefined user expectations, making format a critical factor in capturing and retaining audience attention. 

This shift is most visible in the meteoric rise of vertical video. What was once a novelty is now the default mode of consumption for Gen Z and millennials. Popular platforms have reprogrammed user expectations around video consumption, leaving publishers behind.

Truvid, a technology company enabling publishers to monetize video content directly on their own properties, is at the forefront of this shift. Its Vertical Video Player is helping forward-thinking publishers meet the moment.

The Mobile-First Reality

Mobile devices have become the primary medium for consuming digital content. As of 2024, over 75% of video views occur on mobile devices, with mobile video consumption doubling annually. This shift highlights the need for content formats that cater to mobile viewing habits and smaller screens.

Moreover, the average U.S. adult spends nearly two hours a day watching short-form digital video content on mobile devices, highlighting the dominance of mobile devices in video consumption.

Vertical Video: The New Standard

Historically, video content was produced in a horizontal or landscape format, mirroring the dimensions of traditional television and cinema screens. This orientation required viewers to rotate their devices or adjust settings to achieve an optimal viewing experience on mobile devices.

However, the proliferation of smartphones and the dominance of social media platforms have catalyzed a shift toward vertical video. Platforms like Snapchat pioneered this format, and others, such as Instagram Reels, TikTok, and YouTube Shorts, have followed suit, optimizing their interfaces for vertical content. This transition reflects a broader change in content consumption habits, where vertical video has become the default.

User Behavior and Expectations

This inclination towards vertical video is not just about convenience. It’s about meeting users where they are. Studies indicate that users hold their mobile devices vertically about 94% of the time. Consequently, content that aligns with this natural orientation is more likely to engage viewers effectively. After all, 57% of user-generated videos are shot with mobile devices vertically as well.

Furthermore, less than 30% of users are willing to rotate their smartphones to view horizontal videos, and those who do only watch 14% of the video on average. This behavior emphasizes the importance of delivering content in a format that aligns with user preferences to maximize engagement and retention.

Implications for Publishers

For publishers, adapting to this format shift isn’t just a matter of staying trendy. It’s about surviving in an environment where user attention is scarce and competition is increasingly platform-centric.

Embracing vertical video players means more than just resizing content; it also involves optimizing content for the vertical format. It signals an alignment with how today’s audiences prefer to consume media. Publishers who adopt this format on their owned and operated platforms are more likely to see improvements in user engagement. The absence of friction keeps users immersed in the experience longer and directly correlates with longer time-on-site and deeper content exploration.

Truvid’s Vertical Player: A Strategic Response

Recognizing the imperative need for publishers to adapt, Truvid offers a Vertical Video Player designed to meet the demands of modern content consumption. This solution provides:

• Mobile-First Experience: A seamless, immersive experience tailored for vertical content, mirroring the interfaces of popular platforms like TikTok and Instagram Reels.
• Enhanced Engagement: By delivering content in a format users are accustomed to, publishers can increase viewer retention and interaction.
• Monetization Opportunities: Truvid’s platform supports ad integrations that capitalize on the higher engagement rates of vertical videos, potentially boosting revenue streams.

Embracing the Format Evolution

Format matters in the evolution of content consumption. Vertical video is not a fleeting trend but a reflection of changing user behaviors and expectations. Publishers who recognize and adapt to this shift will be better positioned to engage audiences, optimize monetization, and maintain relevance in a mobile-first digital world. Ignoring this format evolution risks being obsolete in an increasingly competitive landscape.

Disclaimer: This article is for informational purposes only and does not constitute professional advice. The views expressed regarding video format trends and technology solutions reflect current market observations and may evolve over time. Publishers should consider their unique audience and business needs before adopting any new platform or technology.