Scroll for a few minutes on your phone today and you’re likely to stumble upon a gripping love story, a revenge plot, or a cliffhanger-filled thriller—shot entirely in portrait mode. These bite-sized, mobile-first shows are known as vertical dramas, and they are quickly becoming one of the most talked-about shifts in global entertainment. What began as a niche experiment in China has evolved into a full-fledged industry that is now capturing audiences across Asia, the US, and beyond. With celebrities like Kim Kardashian backing the format, vertical dramas are no longer just a trend—they are a business model rewriting how stories are told.
From China’s mobile screens to global feeds
The roots of vertical dramas can be traced back to China, where mobile consumption has long dominated digital behaviour. As smartphones became the primary screen for entertainment, Chinese content platforms began experimenting with short, episodic stories designed specifically for vertical viewing. These shows were fast-paced, emotionally charged, and structured to keep viewers hooked from one episode to the next—often within episodes lasting just one to three minutes.
Unlike traditional television or web series, vertical dramas embraced the realities of modern attention spans. They were built for commuters, late-night scrollers, and anyone consuming content in quick bursts. Platforms monetised them through micro-payments, subscriptions, and ads, proving that audiences were willing to pay for compelling stories even in short formats.
The success was massive. Millions of users binge-watched entire seasons in a single sitting, and creators found that vertical framing allowed for more intimate storytelling. Close-ups, facial expressions, and emotional beats felt more personal when viewed on a phone. As these shows gained traction, the model began spreading to other markets, particularly in Southeast Asia and the US, where short-form video culture was already thriving thanks to platforms like TikTok and Instagram Reels.
Today, vertical dramas are being adapted across languages and genres—from romance and crime to fantasy and workplace dramas—making them one of the fastest-growing formats in digital entertainment.
Why celebrities and investors are paying attention
The global rise of vertical dramas has caught the attention of major investors and celebrities, including Kim Kardashian. Known for her sharp instincts around digital trends and audience behaviour, Kim’s investment in vertical drama platforms signals just how serious this format has become.
For someone who built an empire through reality television and social media, vertical dramas are a natural extension. They combine storytelling, mobile-first consumption, and highly engaged fan communities—elements that align perfectly with her brand and business philosophy. Vertical dramas also open doors for direct-to-consumer entertainment, where creators and producers can bypass traditional studios and reach audiences instantly.
From an industry perspective, the appeal is clear. Vertical dramas are relatively low-cost to produce, quick to distribute, and highly scalable. They also generate rich viewer data, allowing platforms to refine stories based on audience reactions in real time. For investors, this means faster experimentation, quicker returns, and global reach without the logistical hurdles of traditional film and television.
For audiences, especially Gen Z and millennials, vertical dramas fit seamlessly into daily digital habits. They feel less like “watching a show” and more like discovering a story while scrolling—an experience that feels organic rather than scheduled.
Vertical dramas are not replacing traditional cinema or long-form series, but they are redefining what entertainment looks like in a mobile-first world. Originating in China as a response to changing viewing habits, the format has proven that compelling storytelling doesn’t require long runtimes or horizontal screens.
With global expansion underway and high-profile figures like Kim Kardashian investing in the space, vertical dramas are poised to become a permanent fixture in the entertainment ecosystem. For creators, platforms, and viewers alike, this shift represents a new era—one where stories are designed not just to be watched, but to be felt, one vertical frame at a time.
