Smartphone-first human behavior has turned screen-flip friction into a relic of the past. After all, users almost invariably hold their devices vertically, around 94% of the time. This habit makes the 9:16 portrait format a natural fit. No awkward rotations, no wasted screen space. Just bite-sized immersion that’s rewiring our attention patterns.
Vertical Videos Deliver Immersive Experiences
Social media giants such as TikTok and Instagram report a remarkable 36% increase in views for the first three seconds, and an astonishing 187% surge in viewership for at least half the video duration. Meanwhile, Snapchat reports vertical videos have 90% more viewability than horizontal videos.
Why is that? It’s because vertical clips occupy up to 78% more screen area on mobile devices versus landscape formats, enveloping your vision and eliminating distractions. In fact, 71% of users prefer it over horizontal formats. This visual dominance translates into stronger viewer engagement: vertical videos on Facebook outperform square formats by four times, on X by 2.5 times, and TikTok verticals sustain 25% higher six-second retention compared to landscape formats.
But it’s not just about spectacle. Vertical videos pack a punch in early engagement. Buffer reports a 6% increase in 3-second video viewership and a 187% increase in 50% total watch time views. ReelNReel data shows viewers watch vertical clips an average of one minute longer than their horizontal counterparts, and such videos now account for 64-75% of mobile video consumption in 2024. Additionally, vertical video ads yield 2x higher purchase intent and a 33% better ROI than horizontal ads.
Engaging Content Results in Publisher Opportunity
Publishers and platforms haven’t missed the memo. Instagram Stories have up to 9x higher engagement rates. Snapchat reports a 90% increase in ad viewability for vertical ads, largely due to minimizing rotation friction. BuzzFeed’s vertical studio saw a 40% growth in mobile ad revenue with its dedicated vertical content arm, while The Athletic captured 3x more engagement compared to traditional formats after rolling out vertical ad units for its app. Hearst Magazines also successfully created vertical video inventory across its mobile properties.
Monetizing the Moment
Publishers aren’t just chasing time-on-page. They’re scaling revenue. Brands using vertical ads see 33% higher ROI. For instance, BuzzFeed’s move unlocked a 40% ad revenue boost from mobile verticals. Additionally, interactive video ads that feature elements like quizzes and clickable links captivate viewers and hold their attention 32% longer than non-interactive ads.
Still, vertical isn’t perfect for every publisher. It underperforms in desktop and programmatic inventory. According to TheRebooting, 50% of publishers say verticals monetize at a lower rate than wide formats, and 0% said they monetize at a higher rate.
How Publishers Are Building Stickiness
Publishers are prioritizing vertical by adopting four key strategies:
- They’re creating vertical-first players.
- Dedicated vertical studios are turning short clips into scalable franchises.
- Interstitial and sequential ads are seamlessly integrated into vertical feeds to maintain immersion.
- Interactive features, such as polls, captions, and shoppable overlays, can significantly drive click-through and dwell time by front-loading engagement.
Truvid’s Vertical Player: A Platform Designed for the Way We Watch Now
As audiences increasingly favor mobile-first, portrait-mode experiences, Truvid has introduced its Vertical Player, a solution purpose-built to meet that demand. Unlike retrofitted players, Truvid’s design maximizes screen real estate in vertical orientation and ensures ergonomic comfort, making it ideal for extended viewing sessions. The interface is intuitive and familiar, allowing users to navigate content quickly and engage effortlessly.
The player is also optimized for speed and visual engagement, delivering a fast-paced, immersive experience tailored to today’s swipe-driven attention spans. Integrated sharing tools and seamless interaction enhance content discoverability, while its support for interactive ad formats, such as shoppable overlays and branded interstitials, provides publishers with new ways to monetize attention without compromising the user experience.
“Truvid is proud to introduce the Vertical Player—a product that not only reflects our commitment to innovation but also our dedication to meeting the modern consumer’s expectations,” said Roee Lichtenfeld, CEO of Truvid. “This launch marks a significant milestone as we pave the way for a more dynamic, vertical-first digital era.” Built with scalability in mind, the platform is positioned to evolve alongside emerging trends in digital content delivery and advertising.
Where Attention Goes, Revenue Follows
Vertical video isn’t a fad. It’s a transformation of how humans consume content. By responding to innate mobile behavior and harnessing full-screen immersion, vertical formats capture attention where it matters most. Publishers embracing vertical-first production, immersive player technology, shoppable tools, and interactive ads are seeing up to better engagement, improved ROI, and elevated monetization potential.
Truvid isn’t just riding the wave. They’re engineering it. Bring your content vertical, where attention sticks, engagement grows, and revenue follows.