Vertical microseries may radically transform the Russian and global entertainment industry in the coming years, potentially displacing traditional television and web series. This is the conclusion reached by the authors of an international study, including Anna Novikova, a professor at the Faculty of Creative Industries of HSE University. The paper has been published in RUDN Journal of Studies in Literature and Journalism.
The study examines the so-called vertical turn in the video series industry, driven by the rapid growth of mobile internet, algorithmic recommendation systems, and short-video ecosystems.
In their paper, the authors show that the growing popularity of vertical video series is not a random trend but a natural result of a profound transformation of the media environment. The proliferation of smartphones, algorithmic recommendations, and short-video platforms has shifted the centre of media consumption from televisions and computers to mobile devices. In this new ecosystem, content that can be consumed quickly, in fragments, and anywhere has the advantage. Vertical microseries are precisely such content.
This process has been most evident in China, where the production of vertical video series has been growing explosively since 2023. In 2024, their output increased by nearly 35%, and their audience exceeded half of all internet users in the country. At the same time, the format has also proved advantageous for the industry: vertical microseries are cheaper to produce, reach the market faster, and integrate more effectively with the algorithms of online platforms. The success of Chinese projects has already led to their active export to the United States, Brazil, Indonesia, and other countries.
The study authors emphasise that explosive growth in the production of such video series is highly likely to be repeated in Russia. Young audiences have already become accustomed to vertical video on social networks and streaming services, making the transition to series in this format a logical next step.
'Vertical microseries perfectly fit the rhythm of life of a young audience that consumes content casually but still expects strong emotions, dynamism, and a clear storyline. They offer a fast, emotionally intense narrative and do not require long-term engagement. We see that the very logic of screen culture is changing: the viewer is no longer adapting to the format—the format is adapting to the viewer,' stressed Prof. Novikova.
From a scientific perspective, vertical microseries disrupt conventional narrative patterns. Instead of complex, hour-long stories, viewers are presented with ultra-short episodes lasting one to five minutes. Instead of gradual character development, they encounter a rapid chain of events, immediate dramatic engagement within the first few seconds, and a cliffhanger at the end. This format lowers the barrier to entry for viewers and literally draws them into continuous viewing.
According to the study authors, vertical microseries are not a short-term trend but a new stage in the evolution of screen media. As content quality improves and production becomes more professionalised, they are likely to expand beyond local markets and help shape the global entertainment industry.
If the researchers’ predictions hold true, it will be vertical microseries that redefine ratings in the coming years, capture the youth audience, and redefine what a series can look like in the digital age.