Hollywood’s biggest streaming platforms are doubling down on short-form vertical video in a bid to compete with TikTok and YouTube Shorts, where attention spans are short and engagement is high. Netflix, Disney, and NBCUniversal are all investing heavily in bite-sized, mobile-first content, recognizing that the future of viewer engagement lies on smartphones. Short-form video has become a dominant force in digital entertainment. Meta recently revealed that Reels alone generate $50 billion in annual revenue, while Google reported that YouTube Shorts are watched over 200 billion times daily. These numbers reflect a shift in how audiences consume content—on the go, in quick bursts, and on mobile devices. Streaming services are now adapting to this trend. Netflix has begun integrating short clips from popular shows like Bridgerton into its app and is launching a new reality series with social media influencer Alix Earle. Disney has introduced vertical video content to its ESPN app and plans to expand it to Disney+, including AI-generated clips powered by OpenAI’s Sora. Peacock has also rolled out short-form videos from its original programming and live sports, including NBA games. Executives say the goal isn’t to replicate TikTok’s endless scroll, but to create more frequent touchpoints with users throughout the day. “When it comes to engagement, sheer hours are no longer enough — you need frequency,” said Hernan Lopez, founder of media research firm Owl & Co. “To get frequency, you need a mobile, and to win in mobile, you need vertical.” Short-form content also offers a cost-effective alternative to producing expensive original scripted series. “User-generated content and short-form programming is more cost-effective than trying to hit on the next 'Stranger Things' or 'Mandalorian'” said Brandon Katz of Greenlight Analytics. Streamers can repurpose existing library content—like clips from hit shows—to create engaging, shareable moments without high production costs. Still, early attempts haven’t always succeeded. Netflix’s 2021 “Fast Laughs” feature, which delivered short comedy clips, was discontinued after failing to gain traction. However, the company is now testing a new vertical video format to gauge audience preferences. Disney’s strategy includes using AI to generate short videos, but challenges remain. Kasey Moore, who runs the popular Netflix tracking site What’s on Netflix, noted that TikTok and YouTube thrive on user interaction—comments, duets, and real-time feedback—something most streamers haven’t yet matched. Despite the hurdles, the potential rewards are significant. Short-form content can act as a teaser, driving viewers to watch full episodes or movies they might have otherwise overlooked. It’s not about replacing TikTok, but about using the format to build habits, increase daily engagement, and keep users connected to the platform beyond traditional binge-watching hours. As the battle for attention intensifies, streamers are learning that winning on mobile means thinking small—both in content length and in strategy.