Vurt bets vertical shows can thrive on TV screens
Vurt is a startup that offers vertical microdramas and has expanded from mobile to smart TV apps. It launched Apple TV and Android TV apps with thousands of episodes, and its user base grew from 10,000 to 675,000 since March. Unlike some competitors, most of its shows use human casts and crews rather than AI-generated content.
Vurt, a startup centered on vertical microdramas, has expanded past phone-only viewing by launching apps for Apple TV and Android TV. Those apps carry 3,500 episodes from more than 100 series, and the service’s audience grew from 10,000 users in March to 675,000.
Its catalog leans toward soapy, melodramatic short shows, but unlike some competitors, most titles rely on performers and production teams rather than AI-generated material. Vurt funds itself through advertising partnerships, allowing free viewing, and it licenses content from studios and creators with an even revenue share. Independent projects can be submitted, approved, and streamed within days.
Vurt’s TV push may broaden access to vertical microdramas for viewers who prefer living-room screens, potentially shifting some short-form viewing away from phones. Creators could gain another distribution route with revenue sharing, while advertisers may reach households through free, ad-supported content. If successful, this approach could influence how streaming platforms treat vertical series, though its long-term effect on attention, production labor, and AI-generated content remains uncertain.