Vertical Series: The New Series Format of Mobile Phones

“Vertical series” refers to a new generation of scripted series format designed specifically for smartphone screens. Globally, it is also known as micro-drama, short drama, vertical drama, or by its Chinese name duanju. Its main distinction is not merely its short duration; rather, the content is produced from the outset with a 9:16 vertical screen format, fast-paced editing, cliffhangers, micro-payments, and algorithm-driven recommendations in mind. Episodes are typically around one minute long, each ending with a strong “hook” that leads viewers to the next episode. According to WIRED, these productions resemble low-budget feature films; however, they are shot vertically, divided into one-minute segments, and almost every episode ends with a cliffhanger.

The commercial origin of the format lies in China. Micro-series known as “duanju” began appearing around 2018 on short video platforms like Douyin and evolved into a full-fledged industry during the pandemic. Three key needs drove this rise: users consuming content in short breaks while holding their phones vertically, a shift toward fragmented viewing habits compared to long-form series and films, and a content model that is faster, cheaper, and more measurable than traditional television for producers.

Data shows that this format is not just a temporary social media trend. According to the 55th report by the China Internet Network Information Center, as of December 2024, there were 662 million micro-series viewers in China—equivalent to 59.7% of the country’s internet users. The same report states that there are 1.04 billion short video users and 1.105 billion mobile internet users in China, with 99.7% of internet users accessing the internet via mobile phones. This clearly explains why vertical series first scaled in China: a massive mobile user base, strong short video habits, and a mature digital payment culture.

In the global market, the most notable platforms include ReelShort, DramaBox, GoodShort, DramaWave, NetShort, FlickReels, ShortMax, FlexTV, and in some markets, Kuku TV. According to Sensor Tower’s 2025 report, global in-app revenue from short drama applications increased from $178 million in Q1 2024 to approximately $700 million in Q1 2025. During the same period, global downloads exceeded 370 million, with cumulative downloads reaching around 950 million. In Q1 2025, ReelShort and DramaBox led in revenue, earning approximately $130 million and $120 million respectively.

The business model differs from traditional subscription-based streaming. Many apps offer the first few episodes for free, then continue with tokens, weekly subscriptions, ad-based unlocking, or pay-per-episode models. ReelShort describes itself on the App Store as a service offering “exclusive vertical TV mini-series” with one-minute episodes for easy mobile viewing. Similarly, DramaBox emphasizes “bite-sized entertainment,” exclusive short videos, a frequently updated library, and the ability to watch anywhere on its Google Play page.

From an industry perspective, the most important innovation of vertical series is the acceleration of the production cycle. According to Reuters, micro-drama budgets in China range from approximately $28,000 to $280,000. Vertical shooting and social media distribution significantly reduce costs. While distribution and feedback for traditional TV series or films can take years, feedback in micro-drama production is gathered much more quickly, and new content decisions are shaped directly by viewing data.

For end users, the appeal of the format is clear: it provides quick dramatic satisfaction during commutes, lunch breaks, or before sleep. However, this also creates risks. When cliffhangers, micro-payments, and autoplay combine, users may unknowingly spend significant amounts. As a result, subscription conditions, token pricing, age restrictions for children, and data privacy are becoming more prominent discussion topics.

Technologically, vertical series are not merely “TV shows adapted for phones.” This format operates alongside mobile CDN distribution, adaptive bitrate streaming, personalized recommendation algorithms, multilingual subtitles/dubbing, rapid localization, performance analytics, and A/B testing. According to WIRED, the industry incorporates highly detailed user data—such as where viewers drop off or when they convert to paid subscriptions—into production decisions. Quibi’s “Turnstyle” technology in 2020 aimed to allow both vertical and horizontal viewing of the same scene; however, today’s vertical series wave has grown in a very different way, driven by social video habits and micro-payment economics.

Today, the vertical series market does not replace long-form streaming like Netflix but rather creates a parallel layer of content consumption. Hollywood’s growing interest is notable: Peacock licensing micro-dramas from ReelShort and planning Bravo-branded original micro-dramas shows that vertical formats are no longer a niche market limited to Asia.

In Turkey, vertical series are still in an early stage; however, they hold strong potential due to high mobile video consumption, widespread social media habits, and the strong storytelling capacity of the Turkish TV industry. With proper positioning, high-quality scripts, transparent payment models, and culturally relevant genres, vertical series could become a low-cost testing ground for producers, a storytelling-based advertising channel for brands, and a new form of entertainment offering intense emotional experiences in a short time.

Conclusion: Vertical series is a new media format that fills the gap between “short video” and “professional drama.” Born in China and rapidly expanding into the U.S. and other markets, it has built its own economy through data-driven production and mobile payment models. In the coming period, the winners in this field will not simply be those who produce the most content, but those who understand local culture, manage user experience transparently, and deliver compelling stories in a short time.

Closely monitoring the development of broadcasting, satellite, media technologies, and digital platform ecosystems in Turkey, TUYAD – Association of Telecommunications, Satellite and Electronics Industrialists and Businesspeople – places importance on topics such as vertical series, mobile broadcasting, and next-generation content consumption habits from an industry perspective. TUYAD President Hayrettin ÖZAYDIN follows these rapidly changing technological and commercial models worldwide, evaluating current developments, user behavior, and platform economics on behalf of the sector. TUYAD continues its efforts to ensure that the transformation in media and broadcasting is properly understood in Turkey, to prepare local producers for new opportunities, and to support the sustainable development of the industry.

Smart Home and Automation Systems: A New Standard of Comfort or a New Security Domain?

Smart home and automation systems are no longer just a showcase feature of luxury residences; they are becoming an increasingly standardized layer of technology for energy management, security, elderly care, remote control, and everyday comfort. Technologies such as the Internet of Things (IoT), artificial intelligence, cloud computing, Wi-Fi, Bluetooth Low Energy, Zigbee, Z-Wave, Thread, KNX, and the recently prominent Matter standard form the backbone of a digital ecosystem that connects devices within the home. Platforms like Google Home, Amazon Alexa, Apple Home, Samsung SmartThings, and Home Assistant represent the user-facing side of this ecosystem.

Although the concept of smart homes dates back to the 1960s, home automation in its modern sense began to spread with the X10 protocol developed in 1975. X10 enabled remote control of devices via a home’s electrical wiring. After the 2000s, the sector accelerated with the decreasing cost of wireless networks, the widespread adoption of smartphones, and the growth of cloud services. Today, a smart home is not just about turning on a light via a phone; it is a digital living infrastructure that monitors energy consumption, analyzes security cameras, adjusts thermostats based on habits, and enables devices from different brands to work together. The purpose of the Matter standard is precisely to reduce this fragmented structure and ensure interoperability across brands through a single protocol.

The level of adoption has become remarkable. According to Eurostat data, 70.9% of individuals aged 16–74 in the European Union used internet-connected devices (IoT) in 2024. The highest rates were recorded in the Netherlands (94.8%), Ireland (90.6%), and Denmark (87.0%). Within the same dataset, internet-connected TVs were the most common IoT device at 57.9%, followed by wearable smart devices at 29.9%, smart speakers with virtual assistants at 16.0%, home energy management systems at 14.2%, smart household appliances at 12.8%, and smart security devices at 11.8%. In Türkiye, while TÜİK’s 2024 Household Information Technologies Usage Survey does not provide a direct smart home adoption rate, it presents a strong infrastructure indicator: 96.4% of households—and 99.2% in Istanbul—have internet access at home.

The popularity of these systems is driven not by mere technological curiosity, but by real needs. The first is security: smart cameras, doorbells, motion sensors, smoke/gas/water leak detectors, and smart locks provide users with a sense of control even when they are away. The second is energy efficiency: smart thermostats, plugs, and lighting systems can reduce consumption in unoccupied rooms. According to ENERGY STAR, certified smart thermostats can provide approximately 8% savings on heating and cooling bills, or around $50 annually. The third need is comfort and accessibility: for elderly individuals, people with disabilities, families with children, or frequent travelers, centralized control of lighting, curtains, climate systems, doors, and security systems significantly simplifies daily life.

The next phase of the sector is AI-powered automation. While older systems operated on fixed rules such as “turn on the lights at 7:00 PM,” modern systems can analyze whether the user is at home, temperature preferences, movement patterns, camera events, and voice command history to make more contextual decisions. Google clearly states that data such as motion, ambient light, temperature, humidity, and occupancy collected by Nest devices can be used to improve usefulness, performance, and reliability. Amazon defines Alexa as a “cloud-based voice service,” meaning that in many voice assistant scenarios, processing occurs not only on the device but also in the cloud.

At this point, a critical question arises: where is in-home data stored, and are daily habits being recorded? The answer varies depending on the brand and settings. Some processes can be handled locally on the device; for example, Matter-enabled devices allow lower-latency control over local networks. However, voice assistants, camera recordings, cloud backups, mobile app histories, automation scenarios, and subscription-based security services are often stored in manufacturers’ data centers. Google states that Assistant interaction data is stored on its servers (data centers), while some Nest devices can process certain data locally. Users can view and delete their past interactions. Therefore, smart home systems can generate sensitive behavioral data such as sleep patterns, presence at home, room usage, energy consumption, entry and exit times, and voice command habits.

As benefits grow, so do risks. The most common vulnerabilities include weak or default passwords, outdated device software, insufficient encryption in low-cost hardware, insecure mobile applications, third-party integrations, and lateral movement risks between devices connected to the same home network. According to a 2024 study by the U.S. Federal Trade Commission, approximately 89% of the 184 smart products examined did not clearly state how long software updates would be provided. This creates serious uncertainty for users, as devices such as cameras, locks, or plugs that no longer receive updates can become security risks over time. NIST’s NIST IR 8425 document also emphasizes that fundamental cybersecurity capabilities must be applied across the entire product lifecycle in consumer IoT devices.

Regulations have also begun to address these risks. In the United Kingdom, the Product Security and Telecommunications Infrastructure regime came into force on April 29, 2024, requiring manufacturers, importers, and distributors of consumer connected products to comply with minimum security obligations. The European Union’s Cyber Resilience Act mandates secure design, updates, and vulnerability management for products with digital elements, with major obligations planned to take effect from December 11, 2027. These developments show that the smart home sector is no longer just an electronics or decoration market, but also a cybersecurity and data governance domain.

In conclusion, when properly implemented, smart home systems are powerful technologies that simplify life, optimize energy consumption, enhance security, and provide real-time control. However, the term “smart” does not inherently mean “secure.” For end users, the best approach is to choose brands that clearly state update support, change default passwords, use two-factor authentication, regularly review camera and microphone permissions, place IoT devices on a separate guest network if possible, and disable unnecessary cloud recordings. For the industry, success will not come merely from selling more devices, but from transparent data policies, long-term software support, adherence to open standards, and a culture of secure deployment. The true value of smart homes will emerge when technology becomes invisible, but security remains visible.

In Türkiye, TUYAD — the Telecommunications Satellite and Electronic Industrialists and Business People Association — stands out as an important professional organization for monitoring sectoral developments in this field. TUYAD aims to bring together companies operating in satellite communications, broadcasting, electronic communication systems, and information technologies under one roof, fostering collaboration among stakeholders, supporting technological advancement, and contributing to a sustainable market structure. Under the leadership of Chairman Hayrettin Özaydın, innovations in smart home technologies, electronic communications, digital living, security systems, and automation are closely followed, and efforts continue to support the sector’s development by monitoring current needs, standards, and transformation trends.