When watching videos on your smartphone, are you a vertical viewer or a horizontal viewer?

So why can we make this distinction? Let's examine specific user feedback that supports this.

● "I usually watch vertically even on my phone, but for longer content I want to watch carefully, like music concerts or missed dramas, I turn it horizontal."

● "I lock my phone in portrait mode (so it doesn't rotate). I watch less important videos in portrait. For videos I really want to see, I actually access them on my computer to watch them in widescreen, like on a TV."

● "Scrolling through videos and images is faster and less hassle in portrait mode. I pick based on the thumbnail and watch the video directly."

● "Watching videos vertically requires one less action (no need to rotate the screen), making it easier to view."

● "I watch Vine videos that appear on Twitter in portrait mode. They're so short they'd end before I could even change the orientation, so portrait is best."

Notably, while users "turn their screens horizontal for longer-form content like music concerts or missed dramas they want to watch carefully," the increase in vertical viewing stems from factors like "turning horizontal adds extra steps, which is bothersome," "it's sufficient for most videos unless they're truly special," and "you can't scroll (or quickly switch to other content) unless it's vertical."

Therefore, this suggests that longer, highly entertaining content that viewers actively choose to watch ("This is something I want to see!") is likely to be viewed horizontally, while other content is more likely to be viewed vertically.

Of course, while keeping in mind that services offering such immersive, long-form videos will likely increase in the future, as mentioned at the beginning, the changing consumption style of video content among users is a key trend to note.

Another noteworthy finding from the survey results is the normalization of pathways leading from social media and news sites to video content. Watching videos is becoming seamlessly integrated into online information-seeking behavior. It seems undeniable that changes in the design of these sites and apps are significantly contributing to the trend of vertical viewing.

A content ecosystem is emerging where online videos no longer exist in isolation. This information environment, where it's difficult to dedicate full attention to watching online videos, is driving the vertical viewing trend.

For generations accustomed to viewing images in a "horizontal" widescreen ratio, this might feel somewhat unfamiliar. Yet, reflecting on past habits, a clear distinction has always existed: television is typically viewed in a lean-back posture (reclining comfortably while facing the screen), whereas computer displays are viewed in a lean-forward posture (leaning slightly forward, engaging directly with the screen).

In other words, if we draw the implication that "users set the optimal viewing method for each type of content," this aligns with the finding, also summarized in the table, that smartphones are increasing their presence as communication tools, particularly among younger demographics. This suggests a shift where viewing videos vertically is becoming the optimal viewing method for smartphone users.

To further illustrate this point, consider Snapchat—a messenger app boasting massive user numbers and overwhelming DAU (Daily Active Users) primarily among American Millennials (a generational label for the younger demographic in the US). Snapchat is actively developing video ad creatives optimized for vertical full-screen viewing.

Why? Because it gets seen far more effectively (some data suggests it's seen 7 times more often).

As we've seen, vertical viewing on smartphones is becoming commonplace among users. In response to this trend, vertical video services will likely gain even more attention going forward. This might also reflect a current shortage of videos designed for focused, extended viewing (or a failure to effectively target this audience).

The question of "portrait" versus "landscape" is not merely about the orientation of smartphones. It represents a crucial perspective suggesting the future direction of video content, one we must continue to monitor.

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