Have you ever been scrolling through your phone and stumbled upon a one- or two-minute episode featuring a character speaking directly to the camera in portrait mode, only for the story to end with a cliffhanger that compels you to tap "Next Episode"?
If so, you've most likely encountered vertical drama, better known globally as micro-drama.
This rapidly growing storytelling format has swept across the world in just a few years, raising questions not only about the future of entertainment but also about its environmental footprint. Could this fast-paced, compact style of production be more environmentally sustainable than traditional television drama?
What Is Vertical Drama?
Vertical drama refers to scripted productions filmed in a portrait (vertical) format, specifically designed for smartphone viewing. Episodes typically last between 60 and 180 seconds, while a single series may include more than 100 episodes, resulting in a total runtime comparable to that of a feature-length film or even longer.
From China to the Arab World
Vertical drama gained momentum in China between 2018 and 2022, fueled by the rapid growth of smartphone users and the widespread popularity of short-form video platforms. The format experienced remarkable expansion during the COVID-19 pandemic.
It later spread to the United States and Europe, with analysts forecasting continued growth over the coming years. According to Omdia, the global vertical drama market is expected to reach US$11–14 billion between 2025 and 2026.
Across the Arab world, the industry is still in its early stages but is already attracting growing attention. Productions created specifically for mobile viewing have begun to emerge, including "The Interrogation Room", considered one of Egypt's pioneering vertical drama productions, alongside other Arabic-language projects developed for short-video platforms.
The success of vertical drama extends beyond changing viewing habits. It also raises an important question: does the way it is produced reduce the environmental cost of content creation?
Where Could the Environmental Benefits Lie?
As vertical drama remains a relatively new phenomenon, no studies have yet directly measured its carbon footprint. However, several characteristics of this production model including lower budgets and significantly shorter production schedules suggest reduced energy requirements during filming, potentially resulting in lower greenhouse gas emissions and more efficient resource use compared with conventional television production.
1. Shorter Productions, Less Travel
While filming a traditional television series may take several months, many vertical dramas are completed within seven to ten days, with production budgets ranging from US$12,000 to US$300,000 for an entire series substantially lower than conventional television budgets, according to Streaming Radar.
The compressed production schedule, combined with an emphasis on dialogue-driven scenes and close-up shots rather than large-scale sets or multiple filming locations, significantly reduces transportation needs. This is particularly important because travel and transport account for approximately 50–65% of the greenhouse gas emissions associated with traditional film and television production, according to research published in Cell Press.
2. Smaller Crews and Simpler Equipment
Vertical productions typically rely on smaller production teams, streamlined filming setups, and lower-cost equipment. These factors can reduce both energy consumption and the overall use of resources on set.
3. Mobile Viewing
Research published on ScienceDirect indicates that the device used for video streaming affects electricity consumption. Smartphones generally consume less energy than high-definition televisions.
However, there is another side to the equation. The rapid expansion of digital content also increases demand for data centers and streaming networks, both of which consume substantial amounts of electricity.
A More Sustainable Future?
Vertical drama may not represent an environmental revolution in itself, but it offers a production model that encourages the industry to rethink how audiovisual content is created.
The equation is becoming increasingly clear: the faster the production, the less travel required, and the more efficiently resources are used, the greater the opportunity to reduce part of the industry's environmental footprint.
As vertical drama continues to expand into new markets, the key question may no longer be simply how to create content that captures audiences, but also how to produce it with a lower environmental impact.
Until direct scientific studies provide definitive answers, vertical drama remains a promising possibility one that offers an opportunity to integrate environmental awareness into the entertainment industry and explore more sustainable alternatives to traditional production models.
