🤷♂️ Vertical Video Strategy Fails at Netflix and Disney+
One by one, media giants are rolling out vertical feeds within their apps. Following in Netflix’s footsteps, Disney+, ESPN, Peacock, and Paramount+ have all joined the fray. However, analysts at LightShed Partners are convinced that Hollywood’s strategy is a complete failure.
Recycled Content, Low Engagement
Most platforms simply “slice” existing movies and TV series into short clips. Experts dismiss this as “derivative content”—material that lacks the unique appeal necessary to keep users coming back to the app.
Technical Missteps
ESPN and Paramount+ are frequently criticized for merely stretching horizontal video to fit vertical screens. The result is often unreadable text and a distorted, low-quality image that alienates viewers.
Budget Disparity
While Netflix pours billions into traditional blockbusters, no major player is currently willing to allocate even a fraction of that budget to produce exclusive vertical content.
A Rare Exception
As of now, CNN stands alone as the only major entity attempting to create an original product specifically designed for the smartphone format.
The consensus among critics is clear: instead of developing a new cinematic language, Hollywood is simply trying to jam old hits into the narrow confines of a mobile screen.
Source: Dni Medialogistiki
