Vurt, a streaming startup focused on vertical video, has launched apps for Apple TV and Android TV, betting that short-form serialized shows will find an audience on widescreen televisions rather than only on phones. The company said the apps offer access to 3,500 episodes spanning more than 100 shows. Since its March launch, Vurt's user base has grown from 10,000 to 675,000 users, according to the company.
The push into smart TVs sets Vurt apart from most vertical microdrama platforms, which have concentrated on mobile viewing. Cofounder and angel investor Hilmon Sorey said the decision followed direct feedback from users who wanted to move content they watched on phones onto larger screens. Vurt initially built casting support for smart TVs, but Sorey said the team decided casting was not the best experience because dedicated apps could take advantage of large-screen hardware for HD and 4K video and high-quality audio.
Vurt's catalog leans on serialized, melodramatic microdramas of the kind popularized by rivals such as DramaBox and ReelShort. The company says the vast majority of its series use human casts and crews, a contrast with platforms that have filled up with AI-generated content. Vurt funds its library through advertising partnerships, letting viewers watch for free rather than pay through microtransactions.
To build its library, Vurt signs licensing deals with production studios and creators under a 50/50 revenue split. Independent creators can submit projects directly for distribution, and approved titles can be streaming within days. Sorey described fair treatment of creators and responsiveness to their input as central to the company's approach, and said Vurt's free-to-finish model is how it aims to treat viewers fairly. He criticized platforms that combine original content with gamified payments, calling such systems a ruse that gives them control over the entire content ecosystem.
Vurt's television expansion comes as larger vertical-focused platforms look beyond phones. In June, Instagram expanded its TV app to include Reels, disappearing Stories and horizontally oriented videos. Vurt said it remains focused on vertical content while developing new programming, including original series and livestreamed sporting events.
Before launching the TV apps, Vurt consulted content creators about how they prefer to watch film and television. Sorey said many creators reported preferring theaters or big screens for their immersive quality, but also said vertical microdramas can be just as engaging on a phone with earbuds or on a television. He said vertical storytelling works differently, requiring an opening hook and a cliffhanger that pushes viewers into the next episode. Sorey argued that the formulaic plots, questionable acting and very short episodes associated with the format make it a distinct kind of entertainment, and said Vurt has seen overall engagement time rise among viewers using its TV apps. Whether a wider audience wants vertical videos framed by blank space on television remains unclear.
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