In an era where mobile devices dominate how we consume media, the vertical 9:16 filmmaking format continues to make a pathway of it’s own. Some filmmakers today are increasingly embracing this orientation, creating short films and stories tailored to fit the dimensions of a smartphone screen. This trend is being fueled by the rapid rise of social media platforms like TikTok, Instagram Reels, and YouTube Shorts. However, this movement toward vertical storytelling didn’t appear out of nowhere—its trajectory can be traced back to an ambitious but short-lived platform that attempted to revolutionize mobile content: Quibi.

The demise of Quibi in late 2020 taught the industry valuable lessons about mobile-first content, shaping the future of vertical filmmaking in ways no one could have anticipated. Today, the landscape looks different, and filmmakers have adapted to a model that leverages the power of short, accessible, and social-driven vertical content. This shift not only reflects changing audience behavior but also points to a new era of filmmaking designed for the mobile-first world.

Ambition, Innovation, and Lessons Learned From An Early Adopter

Quibi, short for “Quick Bites,” arrived in 2020 and came with enormous promise. Founded by Hollywood heavyweights Jeffrey Katzenberg and Meg Whitman, the platform aimed to bring Hollywood-level, premium storytelling to the mobile screen. The concept was innovative: bite-sized episodes, each under 10 minutes long, specifically designed to be consumed on smartphones. Using Quibi’s proprietary Turnstyle technology, viewers could seamlessly switch between vertical and horizontal viewing modes, with content tailored to work in both orientations.

Despite its groundbreaking vision and $1.75 billion in funding, Quibi shut down just six months after its launch. The reasons behind its failure were numerous:

• Timing: Quibi launched at the onset of the COVID-19 pandemic, when people were locked in their homes and sought longer, more traditional content rather than quick bites of mobile-friendly media.

• Subscription Model: Unlike free, ad-supported platforms like YouTube and TikTok, Quibi’s subscription-based service created a paywall, making it harder to attract an audience.

• Lack of Social Integration: Content on Quibi wasn’t shareable. In a mobile-first world where viral content thrives on platforms like Instagram and TikTok, Quibi's closed ecosystem made it difficult for users to spread the word.

• Content Mismatch: Quibi banked on premium, big-budget scripted shows, but mobile users craved casual, spontaneous, user-generated content—something the platform couldn’t deliver.

Quibi's downfall, while a significant loss for its investors, provided crucial insights into the evolving world of mobile content. It highlighted the growing appetite for short-form vertical video but also exposed key mistakes in how such content should be distributed, monetized, and experienced.

Today’s Vertical Filmmaking: What’s Different?

In the wake of one failure, filmmakers and platforms alike have adapted, leading to a renaissance in vertical filmmaking. Today’s mobile-first creators are quickly learning and adapting from early adopters previous mistakes, giving rise to a new style of filmmaking that could capitalize on the demand for fast, immersive content while avoiding the pitfalls of rigid business models and content silos.

Here’s 5 ways the vertical filmmaking landscape has changed:

1. Mobile Device Dominance and Audience Behavior

The rise of vertical filmmaking still aligns perfectly with the way most people now consume content. Nearly 90% of global internet users watch video content on their smartphones in 2024, and a staggering 94% of that time is spent with devices held vertically. Filmmakers have taken note, crafting stories, skits, and sketches that naturally fit this orientation. Short films shot in 9:16 not only cater to the physical layout of smartphones but also immerse the audience in the experience by filling their entire screen.

2. Platforms Encourage Vertical Storytelling

Platforms like TikTok, Instagram Reels, and YouTube Shorts have normalized vertical videos by offering creators an easy way to distribute and share their work. The same audience that Quibi struggled to capture is now hooked on short, easily consumable content that fits seamlessly into their daily routines. These platforms allow filmmakers to upload content up to 10 minutes (except YouTube whose Shorts model is designed for video 1-minute in length or less) and can reach massive audiences without the need for paywalls, helping their content spread organically through shares, likes, and algorithm-driven recommendations.

3. Monetization Without Barriers

The subscription-based model created friction for users, who in some cases, are used to free, ad-supported platforms. Today, platforms like TikTok and Instagram have embraced ad-supported content and creator funds, allowing filmmakers to monetize their vertical films without charging viewers. This model opens up more creative opportunities and enables filmmakers to reach a wider audience, incentivizing quality content without gating it behind a paywall.

4. Storytelling as a Social Experience

Vertical storytelling thrives on the viral potential of social media. Short films are crafted not only for entertainment but for easy sharing, remixing, and commenting. This has democratized filmmaking, allowing indie creators to compete on the same playing field as some big-budget productions.

5. User-Generated Content Sets the Tone

Today’s mobile-first audiences often prefer more spontaneous, relatable content; Quick Bites even. Filmmakers who succeed in vertical 9:16 formats tend to blend high production values with the organic, authentic feel of user-generated videos. This allows their work to align with the expectations of mobile users who are accustomed to watching both casual and cinematic content on the same platform.

A Lesson for the Future

In todays climate there’s still potential to open the door to a new way of thinking about how stories are told and consumed on mobile platforms. Filmmakers today are beginning to see success where Quibi fell short by creating content that is not only designed for mobile but also aligned with the behaviors, preferences, and social dynamics of mobile audiences.

Vertical 9:16 filmmaking isn’t just a trend—it’s a reflection of the future of storytelling. As mobile devices continue to dominate media consumption, this format has become a vital tool for filmmakers to connect with audiences in ways that are immediate, accessible, and culturally relevant.

Examples of Filmmakers Finding Success Shooting Vertical Short Films

The New Era of Vertical Filmmaking

The rise of vertical 9:16 filmmaking marks a significant evolution in the world of cinema and storytelling. Today’s filmmakers are creating content that fits seamlessly into the mobile ecosystem, reaches larger audiences, and utilizes the unique properties of the vertical frame. What was once an experimental format on mobile devices is now shaping a new wave modern media consumption—proving that, sometimes, the best way to tell a story is to flip the script and turn the screen upright.