Vertical Video Has Won the Internet: TikTok, Instagram, YouTube Lead the Shift

The vertical video format has become dominant across social media and streaming platforms, driven by TikTok's success and copied by Instagram Reels, YouTube Shorts, and others. Snapchat pioneered Stories in 2013, which Instagram copied in 2016. TikTok launched in the US in 2018, combining vertical video with algorithmic feeds. By 2024, Meta switched its default video player to vertical-first. Meta reported in 2024 that Instagram users spend over half their time in Reels, projecting a $50 billion annual business by 2025. YouTube reported 200 billion daily Shorts views by end of 2025. Platforms like Spotify, Disney, Netflix, Prime Video, and Paramount Plus have launched their own vertical video features. The shift is driven by user engagement and advertising revenue, with AI powering ad targeting. Despite some user pushback, vertical video is expected to continue growing, with Facebook testing a full-screen video feed. The format has reshaped content creation, prioritizing algorithm-driven feeds over social connections.