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Camera support could be the boost Matter needs

Camera support could be the boost Matter needs

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It’s finally happening. Three years after Matter launched, the interoperability standard now includes the most popular smart home devices: cameras.

The Matter 1.5 spec, announced today, adds support for all types of video cameras — from indoor and outdoor, wired and battery-powered cameras, to video doorbells, baby monitors, pet cams, and more. Matter support should be possible with an OTA update, so some of your existing cameras could become Matter-compatible. The new spec also adds garage door controllers, soil sensors, bi-directional charging for EVs, and more advanced integration with utilities for energy management.

So far, cameras have been among the least interoperable devices in our homes, and bringing them into Matter is a big win for the standard. With Matter, you should be able to add any certified camera to your smart home platform of choice, such as Apple Home, Amazon’s Alexa, and Google Home, and access it there alongside cameras from different manufacturers.

“Cameras might create even more momentum [for Matter]. Cameras might leapfrog everything.”

Cameras will use Matter-over-WiFi (or ethernet), which, as a local protocol, should improve reliability and latency, especially for things like streaming footage to your smart display and using camera events, such as motion, to trigger other devices and smart home automations.

However, all of these benefits will ultimately depend on how each platform and manufacturer decides to implement support — specifically, whether they decide to support cameras in Matter at all.

What capabilities will cameras have in Matter?

According to the Connectivity Standards Alliance, the organization behind Matter, Matter-certified home security cameras will support live video and audio streaming, two-way talk, and local and remote access. The standard also allows for pan-tilt-zoom controls for the cameras and the setting of detection and privacy zones.

Along with streaming, Matter 1.5 enables continuous and event-based recording, with the option to store recordings locally or in the cloud. But it doesn’t cover the storage of that footage. Instead, Matter hands off to whatever local or cloud storage options are available from the device makers and platforms.

“It should be possible for most modern cameras on the market today, and in people’s homes, to be updated to support Matter.”

This means a camera company could support Matter, but still require a cloud subscription in order for you to review recorded footage, Chris LaPré, head of strategy at the CSA, told The Verge in an interview. Additionally, while Matter support will likely be an add-on to a camera manufacturer’s connectivity options at first, the local storage route presents the possibility that someone could develop a network video recording (NVR) system that records everything locally, works with every smart home platform (that supports cameras in Matter), and never touches the cloud.

With Matter, all footage will be encrypted in transit, with end-to-end data encryption available “if the ecosystem wants to use it,” says LaPré. The standard supports streaming using the popular WebRTC protocol and access via STUN and TURN. It will also support TCP transport.

This covers all the different streaming technologies camera companies use, he says, which is one of the reasons it took a while to bring cameras into the spec. “We didn’t want to piecemeal this,” says LaPré. “We wanted to launch with a full-scoped spec.” (If you want to dig into the nitty-gritty, check out the Matter camera Device Type GitHub page.)

Matter doesn’t specify or limit the resolution of camera footage, nor does it dictate or manage features such as AI-powered detection types (person, package, etc.). These will be part of how camera manufacturers and platforms can differentiate their offerings — through adding things like AI-powered descriptive alerts (which Ring, Arlo, Wyze, and Google Nest offer).

The CSA says the standard is backward compatible. “It should be possible for most modern cameras on the market today, and in people’s homes, to be updated to support Matter,” LaPré says. However, which models will get the update is entirely up to each manufacturer.

When will Apple, Google, and Amazon support Matter cameras?

Aqara plans to bring Matter support to some of its cameras and video doorbells.
Image: Aqara

Based on previous rollouts, it takes at least a year from the release of a specification to achieving market penetration of devices. It’s been three years since Matter 1.0 was released, and we have plenty of lightbulbs, smart plugs, and locks. But other device types have taken longer. Household appliance support arrived in 2023 with Matter 1.2, but there are still only a handful of Matter-certified appliances.

However, with backwards compatibility and the huge popularity of cameras, I anticipate we’ll see movement a lot faster here — probably beginning with CES 2026, which is just two months away.

Aqara, a strong supporter of Matter, is aiming for the first half of 2026 to launch its first Matter camera. Cathy You of Aqara tells me that the company also plans to add Matter support to some existing cameras.

Eve, another early supporter of the standard, won’t be updating its existing Eve Cam and Eve Outdoor Cam. Lars Felber of Eve says it’s not technically feasible, but that they plan to introduce Matter-enabled models at some point.

The big three — Apple Home, Amazon’s Alexa, and Google Home — have been glacially slow to adopt new Matter device types.

I asked Amazon whether Ring or Blink will support Matter, and spokesperson Melanie Garvey said, “We don’t support the Matter standard in our cameras, and we don’t have a timeline for when we will.” Google declined to comment on its Nest cameras. I also reached out to several other camera manufacturers, including Arlo, Reolink, and Eufy, and will report back if I receive a response.

Of course, none of this will make much difference unless the platforms support cameras. And the big three — Apple Home, Amazon’s Alexa, and Google Home — have been glacially slow to adopt new Matter device types. Google Home only added local control of lights, plugs, and switches last week.

But it seems likely that Apple will support cameras in Matter. Especially as, according to the Matter GitHub project, one of the leads on the camera project is Aron Rosenberg, an Apple Engineer previously of Logitech, which developed some of the first cameras with support for Apple’s HomeKit Secure Video service. I reached out to Apple, but have not gotten a response.

If they do, presumably Matter cameras would connect to Apple Home’s existing HomeKit Secure Video platform and process video locally in your home on an Apple Home Hub, such as an Apple TV or HomePod. My guess is we won’t see support any earlier than next spring, which is when we might be getting a new HomePod Mini and Apple TV, according to ongoing rumors.

SmartThings will probably jump on adoption. Samsung abandoned its first-party camera hardware years ago, and Matter could provide the platform with the opportunity for broader camera support it desperately needs.

Security camera company Ring, owned by Amazon, says it doesn’t have a timeline for supporting Matter on its cameras.

Security camera company Ring, owned by Amazon, says it doesn’t have a timeline for supporting Matter on its cameras.
Image: Ring

Home Assistant’s Gord Cameron tells me support is on the roadmap, but points out that Home Assistant is already pretty good at integrating cameras. “Some of our tech really lines up well with the Matter camera implementation,” he says. “But there are a couple of things we need to develop into Home Assistant (like two-way audio for smart doorbells) before we can fully implement Matter cameras.”

As for Google Home and Amazon’s Alexa, considering their new AI-powered assistants are so closely integrated with their in-house camera brands (Nest and Ring, respectively), and they have been rolling out new AI-powered features at a pace, I don’t anticipate a speedy uptake for Matter.

However, both companies have long touted how open their smart home platforms are, so I don’t see them letting Apple take the lead. A lot of this will depend on momentum — how many camera manufacturers jump onto Matter, which in turn will hinge on how many platforms support it.

Cameras were always a major missing piece for the Matter standard. On paper, the implementation checks all the right boxes. It really feels like they’ve done this right.

Combined with the recent momentum gained by companies like Ikea and Philips Hue putting their full support behind Matter, it could be a big boost to the standard. “We heard from a lot of people that once you have cameras, we’ll be more interested,” says LaPré. “Cameras might create even more momentum, cameras might leapfrog everything.”

Matter 1.5 also brings better energy management and garage door controls

Recent Matter updates have focused on developing the standard’s energy management features. A truly interoperable standard will make it much easier to control the energy use of appliances in your home across various brands. Matter 1.5 rounds out the infrastructure needed to make this happen with a new “electrical energy tariff” device type.

This will allow utilities to integrate with Matter and share real-time and forecasted pricing, along with how clean the energy on the grid is. Then, Matter devices in your home can receive that data and automatically adjust, either independently or through a Matter smart home platform with energy management capabilities. “How and when energy is used should ideally be a whole-home decision,” says LaPré. “There’s a need to coordinate when devices like the EV charger, dishwasher, and pool pump run, in order to balance usage.”

The energy tariff device type can also incorporate real-time or predictive data from a solar installation, allowing your home energy management system to track both the energy you generate and the energy you use.

Plus, utilities can use Matter to tell your home about the needs of the grid. This could bring more fine-grained control for those who participate in demand response programs — where the energy company lowers your energy use (for example, by raising the temperature on your smart thermostat) when the grid is under strain.

The final energy management update in 1.5 is support for bi-directional EV charging, which lets you use your EV to power your home. It’s all great infrastructure for energy management, but so far, there are no Matter-certified products you can buy to support this.

Garage door controllers arrive

Matter now finally supports garage door controllers. Despite being announced as one of the first device types Matter would support (and a couple of companies coming out with work-arounds), garage door controllers haven’t been part of the Matter spec until now. With 1.5 and a new “Support for Closures,” the category is now official.

Closures will also cover a variety of devices that go up and down or side to side, such as shades, drapes, awnings, and gates, and enable more motion types than are currently supported in the spec. This should bring more control options to fancier shades, such as those that open from top to bottom.

Soil sensors, which measure moisture and temperature, are now a device type in Matter. These should be able to feed data to a smart sprinkler or other irrigation system, to help automate watering.

The Matter 1.5 spec officially launches today, meaning developers can start working with the SDK and test tools. But, as mentioned, it will likely be several months, if not years, before we start to see any of these products in our homes.

Developed by Apple, Amazon, Google, and Samsung (and others), Matter is an open-sourced, IP-based connectivity software layer for smart home devices. It works over Wi-Fi, ethernet, and the low-power mesh networking protocol Thread, and currently supports most of the main device types in the home. These include security cameras, lighting, thermostats, locks, robot vacuums, refrigerators, dishwashers, dryers, ovens, smoke alarms, air-quality monitors, EV chargers, and more.

A smart home gadget with the Matter logo can be set up and used with a Matter-compatible platform via a Matter controller and controlled by more than one platform via a feature called multi-admin.

Amazon Alexa, Google Home, Samsung SmartThings, and Apple Home are some of the major smart home platforms supporting Matter, along with hundreds of device manufacturers.

Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.


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Flextail pump.

Don’t over-inflate: Insulated sleeping pads work by putting air and material between you and the cold ground, but that doesn’t mean you need to inflate it until it’s taut. It varies by pad. I generally find that the best method is to inflate it taut, and then start to let out air, lying down to test it until you get to where it feels comfortable. The downside to this method is that your pad isn’t that thick and you’re more likely to bottom out if you let out too much air. I find this isn’t much of an issue for stomach or back sleepers, but if you’re a side sleeper it might take some time to find the sweet spot between comfort and warmth.

Carry a patch kit: Most sleeping pads these days include a patch kit. I rarely bring these kits and instead carry a small roll of Tenacious Tape ($6), which will solve rips and tears in everything from sleeping pads to tents. Make sure to test a small piece of tape on your pad beforehand to make sure the tape sticks, and bring an alcohol wipe to clean the affected area.

Women need higher R-value pads: Women generally have lower body mass than men, which means women should add roughly 1 R-value to get the same amount of insulation in the same situation. (I also recommend upping the R-value if you’re a cold sleeper in general.)

Sleeping bag ratings assume R5 pads: Most temp ratings you see on sleeping bags are true only if you’re using a sleeping pad with an R-value of 5 or higher (they also assume you’re wearing a base layer). If your pad is less, you will need to adjust your sleeping bag temp rating accordingly. For example, using your 30 degree quilt with a R4 pad will likely leave you cold if you encounter freezing temps. In that situation you’d want to either up the R-value of the pad, or bring a warmer sleeping bag.

#Ive #Slept #Countless #Backpacking #Pads #Worth #Carryingshopping,outdoors,buying guides,backpacking">I’ve Slept on Countless Backpacking Pads. These Are the Ones Worth CarryingI’ve had very few problems with any inflatable sleeping pad I’ve tested. Some have lost air, but I’ve never had one deflate completely (knock on wood). That said, there are some tricks to getting the best night’s sleep and having a pleasant trip.Don’t inflate your pad with your mouth: For one thing, some of these pads are huge, and it’s just a pain, but also your breath is warm and moist and you’re injecting into nylon, which is a recipe for mildew and mold. This worry may be somewhat overblown—a few people have cut open pads they’ve inflated by mouth for years and found no sign of mold—but considering what a pain it is to do anyway, it seems easier to just avoid it. Most manufacturers include some kind of pump sack these days, which makes quick work of inflating your pad. There are also motorized pumps that only weigh an ounce or two, like the Flextail pump.Don’t over-inflate: Insulated sleeping pads work by putting air and material between you and the cold ground, but that doesn’t mean you need to inflate it until it’s taut. It varies by pad. I generally find that the best method is to inflate it taut, and then start to let out air, lying down to test it until you get to where it feels comfortable. The downside to this method is that your pad isn’t that thick and you’re more likely to bottom out if you let out too much air. I find this isn’t much of an issue for stomach or back sleepers, but if you’re a side sleeper it might take some time to find the sweet spot between comfort and warmth.Carry a patch kit: Most sleeping pads these days include a patch kit. I rarely bring these kits and instead carry a small roll of Tenacious Tape (), which will solve rips and tears in everything from sleeping pads to tents. Make sure to test a small piece of tape on your pad beforehand to make sure the tape sticks, and bring an alcohol wipe to clean the affected area.Women need higher R-value pads: Women generally have lower body mass than men, which means women should add roughly 1 R-value to get the same amount of insulation in the same situation. (I also recommend upping the R-value if you’re a cold sleeper in general.)Sleeping bag ratings assume R5 pads: Most temp ratings you see on sleeping bags are true only if you’re using a sleeping pad with an R-value of 5 or higher (they also assume you’re wearing a base layer). If your pad is less, you will need to adjust your sleeping bag temp rating accordingly. For example, using your 30 degree quilt with a R4 pad will likely leave you cold if you encounter freezing temps. In that situation you’d want to either up the R-value of the pad, or bring a warmer sleeping bag.#Ive #Slept #Countless #Backpacking #Pads #Worth #Carryingshopping,outdoors,buying guides,backpacking

.

Don’t over-inflate: Insulated sleeping pads work by putting air and material between you and the cold ground, but that doesn’t mean you need to inflate it until it’s taut. It varies by pad. I generally find that the best method is to inflate it taut, and then start to let out air, lying down to test it until you get to where it feels comfortable. The downside to this method is that your pad isn’t that thick and you’re more likely to bottom out if you let out too much air. I find this isn’t much of an issue for stomach or back sleepers, but if you’re a side sleeper it might take some time to find the sweet spot between comfort and warmth.

Carry a patch kit: Most sleeping pads these days include a patch kit. I rarely bring these kits and instead carry a small roll of Tenacious Tape ($6), which will solve rips and tears in everything from sleeping pads to tents. Make sure to test a small piece of tape on your pad beforehand to make sure the tape sticks, and bring an alcohol wipe to clean the affected area.

Women need higher R-value pads: Women generally have lower body mass than men, which means women should add roughly 1 R-value to get the same amount of insulation in the same situation. (I also recommend upping the R-value if you’re a cold sleeper in general.)

Sleeping bag ratings assume R5 pads: Most temp ratings you see on sleeping bags are true only if you’re using a sleeping pad with an R-value of 5 or higher (they also assume you’re wearing a base layer). If your pad is less, you will need to adjust your sleeping bag temp rating accordingly. For example, using your 30 degree quilt with a R4 pad will likely leave you cold if you encounter freezing temps. In that situation you’d want to either up the R-value of the pad, or bring a warmer sleeping bag.

#Ive #Slept #Countless #Backpacking #Pads #Worth #Carryingshopping,outdoors,buying guides,backpacking">I’ve Slept on Countless Backpacking Pads. These Are the Ones Worth Carrying

I’ve had very few problems with any inflatable sleeping pad I’ve tested. Some have lost air, but I’ve never had one deflate completely (knock on wood). That said, there are some tricks to getting the best night’s sleep and having a pleasant trip.

Don’t inflate your pad with your mouth: For one thing, some of these pads are huge, and it’s just a pain, but also your breath is warm and moist and you’re injecting into nylon, which is a recipe for mildew and mold. This worry may be somewhat overblown—a few people have cut open pads they’ve inflated by mouth for years and found no sign of mold—but considering what a pain it is to do anyway, it seems easier to just avoid it. Most manufacturers include some kind of pump sack these days, which makes quick work of inflating your pad. There are also motorized pumps that only weigh an ounce or two, like the Flextail pump.

Don’t over-inflate: Insulated sleeping pads work by putting air and material between you and the cold ground, but that doesn’t mean you need to inflate it until it’s taut. It varies by pad. I generally find that the best method is to inflate it taut, and then start to let out air, lying down to test it until you get to where it feels comfortable. The downside to this method is that your pad isn’t that thick and you’re more likely to bottom out if you let out too much air. I find this isn’t much of an issue for stomach or back sleepers, but if you’re a side sleeper it might take some time to find the sweet spot between comfort and warmth.

Carry a patch kit: Most sleeping pads these days include a patch kit. I rarely bring these kits and instead carry a small roll of Tenacious Tape ($6), which will solve rips and tears in everything from sleeping pads to tents. Make sure to test a small piece of tape on your pad beforehand to make sure the tape sticks, and bring an alcohol wipe to clean the affected area.

Women need higher R-value pads: Women generally have lower body mass than men, which means women should add roughly 1 R-value to get the same amount of insulation in the same situation. (I also recommend upping the R-value if you’re a cold sleeper in general.)

Sleeping bag ratings assume R5 pads: Most temp ratings you see on sleeping bags are true only if you’re using a sleeping pad with an R-value of 5 or higher (they also assume you’re wearing a base layer). If your pad is less, you will need to adjust your sleeping bag temp rating accordingly. For example, using your 30 degree quilt with a R4 pad will likely leave you cold if you encounter freezing temps. In that situation you’d want to either up the R-value of the pad, or bring a warmer sleeping bag.

#Ive #Slept #Countless #Backpacking #Pads #Worth #Carryingshopping,outdoors,buying guides,backpacking

Xtra, the camera company that suddenly popped up last year, is canceling preorders and issuing refunds for its upcoming Xtra Muse 2 Pro gimbal camera.

“After reviewing our product and launch readiness, XTRA has decided to pause the current Early Bird program,” the company said in a statement posted on its website and in emails sent to customers viewed by Mashable. “Because we are unable to confirm a reliable launch timeline at this stage, we do not believe customers’ funds should remain on hold.”

Xtra customers had put down a $20 reservation for the Xtra Muse 2 Pro in exchange for a pre-order and an early bird discount of $60 off the camera when it went on sale. Along with a refund, Xtra is also issuing a 10 percent off coupon to customers that can be used on their current line of products.

Despite taking preorders, Xtra never shared a prospective launch date for the camera, which was a major point of criticism for customers across social media.

Why did Xtra cancel camera preorders?

Xtra says the refunds were due to “product and launch readiness” and didn’t provide any further explanation. However, the preorder cancellations come shortly after the FCC announced investigations into eight companies, including Xtra.

DJI, the popular China-based drone and action camera company, has effectively been banned in the U.S. As Mashable previously reported, the ban started late last year after Trump’s FCC cited national security concerns and data-spying issues. DJI products that were for sale before the ban can still be sold for now. Consumers with DJI devices can still use them. However, the U.S. government has not approved any new DJI products, so they can’t be imported into the country.

Enter Xtra. Xtra came onto the scene last year with its lines of cameras that appear to be clones of DJI’s line of cameras. The company is rumored to be a “DJI front company,” or a company explicitly set up to import DJI’s banned products into the U.S. Online sleuths and outlets such as The Verge have previously looked into Xtra’s potential relations with DJI and found numerous similarities and connections. Xtra’s Muse 2 Pro camera, for example, looks exactly like DJI’s new Osmo Pocket 4 Pro camera aside from a few design alterations.

In addition, DJI has gone after competitors like Insta360 with legal claims involving its camera patents. Yet, DJI has remained mum on Xtra’s products, which would appear to infringe way more than others.

The eight companies under investigation were previously asked to provide information on whether any of the products it sells should be on the list of banned items. However, none of these companies apparently responded to the FCC. As a result, the FCC is demanding the information and has levied a $25,000 fine against each of them, including Xtra.

The FCC is now looking into retroactively banning Xtra’s previously approved products as well.

At this point, the status of the Xtra Muse 2 Pro is unclear. The company is not outright canceling the launch; however, the preorder cancellations and the FCC news point to a potentially grim outcome for U.S. consumers. For now, at least, U.S. consumers looking to buy an Xtra Muse 2 Pro or DJI Osmo Pocket 4 Pro can look into the Insta360 Luna Ultra, which is not banned in the country.

#Xtra #suddenly #cancels #preorders #clone #banned #DJI #Osmo #Pocket #Pro #camera">Xtra suddenly cancels preorders for its clone of banned DJI Osmo Pocket 4 Pro camera Xtra, the camera company that suddenly popped up last year, is canceling preorders and issuing refunds for its upcoming Xtra Muse 2 Pro gimbal camera.“After reviewing our product and launch readiness, XTRA has decided to pause the current Early Bird program,” the company said in a statement posted on its website and in emails sent to customers viewed by Mashable. “Because we are unable to confirm a reliable launch timeline at this stage, we do not believe customers’ funds should remain on hold.”Xtra customers had put down a reservation for the Xtra Muse 2 Pro in exchange for a pre-order and an early bird discount of off the camera when it went on sale. Along with a refund, Xtra is also issuing a 10 percent off coupon to customers that can be used on their current line of products. Despite taking preorders, Xtra never shared a prospective launch date for the camera, which was a major point of criticism for customers across social media.Why did Xtra cancel camera preorders?Xtra says the refunds were due to “product and launch readiness” and didn’t provide any further explanation. However, the preorder cancellations come shortly after the FCC announced investigations into eight companies, including Xtra. Mashable Light Speed DJI, the popular China-based drone and action camera company, has effectively been banned in the U.S. As Mashable previously reported, the ban started late last year after Trump’s FCC cited national security concerns and data-spying issues. DJI products that were for sale before the ban can still be sold for now. Consumers with DJI devices can still use them. However, the U.S. government has not approved any new DJI products, so they can’t be imported into the country.Enter Xtra. Xtra came onto the scene last year with its lines of cameras that appear to be clones of DJI’s line of cameras. The company is rumored to be a “DJI front company,” or a company explicitly set up to import DJI’s banned products into the U.S. Online sleuths and outlets such as The Verge have previously looked into Xtra’s potential relations with DJI and found numerous similarities and connections. Xtra’s Muse 2 Pro camera, for example, looks exactly like DJI’s new Osmo Pocket 4 Pro camera aside from a few design alterations. In addition, DJI has gone after competitors like Insta360 with legal claims involving its camera patents. Yet, DJI has remained mum on Xtra’s products, which would appear to infringe way more than others.The eight companies under investigation were previously asked to provide information on whether any of the products it sells should be on the list of banned items. However, none of these companies apparently responded to the FCC. As a result, the FCC is demanding the information and has levied a ,000 fine against each of them, including Xtra.The FCC is now looking into retroactively banning Xtra’s previously approved products as well.At this point, the status of the Xtra Muse 2 Pro is unclear. The company is not outright canceling the launch; however, the preorder cancellations and the FCC news point to a potentially grim outcome for U.S. consumers. For now, at least, U.S. consumers looking to buy an Xtra Muse 2 Pro or DJI Osmo Pocket 4 Pro can look into the Insta360 Luna Ultra, which is not banned in the country. #Xtra #suddenly #cancels #preorders #clone #banned #DJI #Osmo #Pocket #Pro #camera

in a statement posted on its website and in emails sent to customers viewed by Mashable. “Because we are unable to confirm a reliable launch timeline at this stage, we do not believe customers’ funds should remain on hold.”

Xtra customers had put down a $20 reservation for the Xtra Muse 2 Pro in exchange for a pre-order and an early bird discount of $60 off the camera when it went on sale. Along with a refund, Xtra is also issuing a 10 percent off coupon to customers that can be used on their current line of products.

Despite taking preorders, Xtra never shared a prospective launch date for the camera, which was a major point of criticism for customers across social media.

Why did Xtra cancel camera preorders?

Xtra says the refunds were due to “product and launch readiness” and didn’t provide any further explanation. However, the preorder cancellations come shortly after the FCC announced investigations into eight companies, including Xtra.

DJI, the popular China-based drone and action camera company, has effectively been banned in the U.S. As Mashable previously reported, the ban started late last year after Trump’s FCC cited national security concerns and data-spying issues. DJI products that were for sale before the ban can still be sold for now. Consumers with DJI devices can still use them. However, the U.S. government has not approved any new DJI products, so they can’t be imported into the country.

Enter Xtra. Xtra came onto the scene last year with its lines of cameras that appear to be clones of DJI’s line of cameras. The company is rumored to be a “DJI front company,” or a company explicitly set up to import DJI’s banned products into the U.S. Online sleuths and outlets such as The Verge have previously looked into Xtra’s potential relations with DJI and found numerous similarities and connections. Xtra’s Muse 2 Pro camera, for example, looks exactly like DJI’s new Osmo Pocket 4 Pro camera aside from a few design alterations.

In addition, DJI has gone after competitors like Insta360 with legal claims involving its camera patents. Yet, DJI has remained mum on Xtra’s products, which would appear to infringe way more than others.

The eight companies under investigation were previously asked to provide information on whether any of the products it sells should be on the list of banned items. However, none of these companies apparently responded to the FCC. As a result, the FCC is demanding the information and has levied a $25,000 fine against each of them, including Xtra.

The FCC is now looking into retroactively banning Xtra’s previously approved products as well.

At this point, the status of the Xtra Muse 2 Pro is unclear. The company is not outright canceling the launch; however, the preorder cancellations and the FCC news point to a potentially grim outcome for U.S. consumers. For now, at least, U.S. consumers looking to buy an Xtra Muse 2 Pro or DJI Osmo Pocket 4 Pro can look into the Insta360 Luna Ultra, which is not banned in the country.

#Xtra #suddenly #cancels #preorders #clone #banned #DJI #Osmo #Pocket #Pro #camera">Xtra suddenly cancels preorders for its clone of banned DJI Osmo Pocket 4 Pro camera

Xtra, the camera company that suddenly popped up last year, is canceling preorders and issuing refunds for its upcoming Xtra Muse 2 Pro gimbal camera.

“After reviewing our product and launch readiness, XTRA has decided to pause the current Early Bird program,” the company said in a statement posted on its website and in emails sent to customers viewed by Mashable. “Because we are unable to confirm a reliable launch timeline at this stage, we do not believe customers’ funds should remain on hold.”

Xtra customers had put down a $20 reservation for the Xtra Muse 2 Pro in exchange for a pre-order and an early bird discount of $60 off the camera when it went on sale. Along with a refund, Xtra is also issuing a 10 percent off coupon to customers that can be used on their current line of products.

Despite taking preorders, Xtra never shared a prospective launch date for the camera, which was a major point of criticism for customers across social media.

Why did Xtra cancel camera preorders?

Xtra says the refunds were due to “product and launch readiness” and didn’t provide any further explanation. However, the preorder cancellations come shortly after the FCC announced investigations into eight companies, including Xtra.

DJI, the popular China-based drone and action camera company, has effectively been banned in the U.S. As Mashable previously reported, the ban started late last year after Trump’s FCC cited national security concerns and data-spying issues. DJI products that were for sale before the ban can still be sold for now. Consumers with DJI devices can still use them. However, the U.S. government has not approved any new DJI products, so they can’t be imported into the country.

Enter Xtra. Xtra came onto the scene last year with its lines of cameras that appear to be clones of DJI’s line of cameras. The company is rumored to be a “DJI front company,” or a company explicitly set up to import DJI’s banned products into the U.S. Online sleuths and outlets such as The Verge have previously looked into Xtra’s potential relations with DJI and found numerous similarities and connections. Xtra’s Muse 2 Pro camera, for example, looks exactly like DJI’s new Osmo Pocket 4 Pro camera aside from a few design alterations.

In addition, DJI has gone after competitors like Insta360 with legal claims involving its camera patents. Yet, DJI has remained mum on Xtra’s products, which would appear to infringe way more than others.

The eight companies under investigation were previously asked to provide information on whether any of the products it sells should be on the list of banned items. However, none of these companies apparently responded to the FCC. As a result, the FCC is demanding the information and has levied a $25,000 fine against each of them, including Xtra.

The FCC is now looking into retroactively banning Xtra’s previously approved products as well.

At this point, the status of the Xtra Muse 2 Pro is unclear. The company is not outright canceling the launch; however, the preorder cancellations and the FCC news point to a potentially grim outcome for U.S. consumers. For now, at least, U.S. consumers looking to buy an Xtra Muse 2 Pro or DJI Osmo Pocket 4 Pro can look into the Insta360 Luna Ultra, which is not banned in the country.

#Xtra #suddenly #cancels #preorders #clone #banned #DJI #Osmo #Pocket #Pro #camera

This is The Stepback, a weekly newsletter breaking down one essential story from the tech world. For more on all things vertical video, follow David Pierce. The Stepback arrives in our subscribers’ inboxes on Sunday at 8AM ET. Opt in for The Stepback here.

For a while, every social and media platform had its own identity. YouTube was for clips of TV shows and movies, and the home of so many members of a burgeoning creator community. Instagram was mostly pictures. Netflix was trying to be the on-demand HBO. Facebook was about friends. Twitter was about news. Snapchat was a messaging app.

All these apps did have one important thing in common, though: They were growing up alongside the smartphone. Billions of new people were coming online for the first time, and they began to make content that made sense for the tall, skinny new devices in their hands. Selfies were a vertical art form, both because the photos filled the screen better and because it was just easier to hold the phone and take the photo that way. Some resisted the idea of vertical video for years — they’d argue that our eyes are meant to scan horizontally rather than vertically, and that vertical video looked bad on widescreen laptops. But ultimately phones won, and we hold our phones upright, so our phone experiences turned upright. That includes entertainment.

As has been true so many times, Snap figured this out before anyone. It launched Stories in late 2013 as a slightly more relaxed way to see what your friends are up to. CEO Evan Spiegel called it a “totally new way to share your day with friends — or everyone.” It took off in a massive way, and by the middle of 2014 was the most popular feature on Snapchat. That’s the kind of virality that Mark Zuckerberg tends to notice, and by August of 2016, the feature had been copied more or less exactly into Instagram. Kevin Systrom, then the CEO of Instagram, said of Spiegel and Snapchat that “they deserve all the credit” for Stories. The implication? That this was no longer a proprietary feature of a single social network; it was just in the air. Stories were for everyone. They started showing up on LinkedIn, Tinder, Medium, and so many other places.

Stories weren’t always video, but as cameras and upload speeds improved, video became the dominant medium in many ephemeral spaces. And video stories had two semi-magical properties: They were perfectly suited to endless, mindless scrolling, and they made it really easy to integrate ads. Only a few months after turning on Stories in Instagram, by which point half the platform’s users were already using Stories, Facebook began flooding ads into the product. The semi-randomness of Stories made ads actually seem less intrusive — you’d see a photo of a dog, a video of a hike, an ad for jeans, your friend’s makeup routine, brunch pics, an ad for blush. Video ads felt more premium, took up the whole screen, and were thus far more lucrative for the social platforms.

With apologies to the short, brilliant life of Vine, the six-second video platform that helped invent so much about the video-first social network, it wasn’t until TikTok took off that things really turned again. The platform launched in the US in 2018, but had been popular for a few years in China as Douyin and elsewhere as Musical.ly. TikTok combined the vertical-first format of Stories with the permanence of YouTube, but it also made video easier than ever. It had filters like Instagram and Snapchat, but also supplied a steady stream of video ideas through the platform’s many trends, offered access to music and sound effects, and made it easy to stitch or duet a video.

By defaulting to the purely algorithmic For You page, TikTok also freed creators from caring about curating their profile or worrying about posting too much — you could just pump out videos and trust the algorithm to deliver them. And so that’s what people did. Pretty quickly, TikTok became one of the fastest growing apps on the planet, and its daily usage numbers became the envy of the industry. Instagram may have had more users, but TikTok users spent far more time TikToking.

When TikTok became a phenomenon, just about everyone jumped on the vertical video bandwagon. Reels launched in 2020 and became a core feature of both Instagram and Facebook; YouTube created Shorts a year later. By the end of 2021, Twitter had both launched and killed a similar feature called Fleets. By this point, this kind of full-screen, vertical-scrolling video was part of the lingua franca of the smartphone. At the same time, in a search for ever more engagement, these platforms were learning another lesson from TikTok: to stop relying on your friends to post interesting content, and instead to show you whatever the algorithm thinks you might like. Social networks were gone, replaced by social media — entertainment with a comments section.

Short-form, vertical video has effectively won the internet. Business is booming, and viewers show no sign of tuning out. Meta said in 2024 that Instagram users were spending more than half their time in Reels, and said in 2025 the feature was turning into a $50 billion annual business across Meta’s apps. About 63 percent of young adults and teens are on TikTok, per Pew Research Center, and one in five teens reported being on the app “almost constantly.” YouTube reported 200 billion daily views of Shorts at the end of 2025, and said that Shorts earned more money per watch hour than standard YouTube videos.

The last three or four years have been about relentless standardization in social media. The pace with which these products copy each other, and regress back toward parity, has been absolutely astonishing. First, Shorts and Reels both aped TikTok’s design, its duetting and stitching, and its close relationship with sounds and music. Then they bought into TikTok’s idea of prioritizing content over connection — followers are dead, long live the algorithm. TikTok pushed hard into shopping, then suddenly Reels and Shorts became a lot more shoppable. YouTube began to grow on TVs, and suddenly TikTok and Instagram started investing in its own TV apps. Videos got longer and longer across platforms, to allow more ads. All the apps got really into livestreaming for a while. And micro dramas. They’ve relentlessly copied each other on big things like letting users control their algorithm, and small things like Clear Mode.

As the social platforms spin endlessly around each other, they’ve gotten some surprising company. Company after company started to notice their content floating around social media platforms, often in dubiously legal ways, and tried to take some of the watch time for themselves. Spotify decided it, too, wanted to be a video service, and built a vertical-scrolling feed for users to explore. Disney built a TikTok clone for ESPN and another for Disney Plus, both called Verts. Netflix, Prime Video, and Paramount Plus all called their clones Clips.

There are two reasons for the ongoing onslaught of short-form vertical video: time spent and advertising. The endlessly scrolling video feed turns out to be one of the most engrossing forms of entertainment ever devised (to the point that it has become a regulatory problem for the social platforms), and in a relentless competition for eyeballs and attention, it has become everyone’s best idea. In 2024, when Meta switched its default video player to a vertical-first layout across all platforms, the race was officially won.

Meanwhile, as those platforms have captured more of our time and attention, short-form video has become a dominant force of advertising on the internet, which means advertisers are already comfortable making ads designed to go between videos in the feed. And as so many companies turn to AI to do their ad targeting, all they really need is the creative to get started. “So long as clients give us different assets — a six-second ad, a 15-second ad, a long-format, a vertical ad — AI is essentially powering everything else,” YouTube’s Brian Albert told me last year. “From the audiences you’re reaching, to the contextual placements, to the ad that’s actually showing.” The combination of AI and vertical video has become a self-fulfilling prophecy: The more it wins, the easier it becomes for everyone else to get on board, and so it just keeps winning.

Vertical video haters, I have bad news: It’s only going to get worse. TikTok, YouTube, and Instagram are if anything going to become more short-form and vertical, since those short videos are easier to make and easier to load into endlessly scrolling feeds. Video services used to require you to pick something and press play, but now all they need is for you to open the app and they can start showing you ads. They’re not going to want to go back. Here’s how dominant video is: Facebook is testing a new version of the app that loads a full-screen video feed when you open the app. If that happens, there will be no Facebook — only Reels. After all this time, they’ve trained users to want and expect this kind of fast-paced, instant-gratification entertainment, to the point where even a full-length movie can feel like a chore.

Meanwhile, after years of raising prices, streaming services around the world are hoping they can turn to advertising to keep growing. For a while, they could coast on the back of linear TV, borrowing those ads to run on digital platforms. But a TikTok ad won’t make any sense on Netflix, so Netflix decided the best thing to do is build something that looks more like TikTok. A recent HubSpot report found that short-form video was by a wide margin both the most-used and most successful form of marketing content in 2025, and that it was the format in which marketers planned to invest the most this year.

All that said, there are glimmers of a bigger shift beginning to happen. Fed up with the algorithm, some users are starting to demand the return of friends and family in social media. But more broadly, more and more young people are deciding to put down their phones, resist the invasion of AI into their lives, and look for different kinds of entertainment. Movie theaters are having a big year; one of the year’s most exciting new phones is a flip phone. As long as we live in this era of social media and entertainment, vertical video is going to win. It would take a cultural revolution to stop it — and there might just be one brewing.

  • The best way to understand TikTok, Instagram, and Snapchat in particular right now is as a combination of two things: a streaming service and an inbox. Studies have found that the most popular thing to do is watch videos, and the second most popular thing is to send videos to someone else. Actually posting? Way down the list. (YouTube, by the way, is desperately trying to make DMs happen.)
  • If you’ve made it this far and you’re thinking, no way, you’re way overstating it? I’m so sorry to say this, but you might just be old. At this point, YouTube and Facebook cross generations and demographics, but Pew and others have found that TikTok, Snapchat, and Instagram are effectively ubiquitous among young people in particular.
  • It’s important to remember that views are lies. Everyone on the internet has an incentive to make their platform seem big and vibrant and popular, and they will invent whatever new metrics they need to do so.
  • New York published a great piece earlier this year about the shifting vibes on YouTube, and the ways in which the creator economy is being unmoored in part by the shift to vertical video. Yeah, the platforms have figured out how to make money from your video feed, but it’s not as simple for creators.
  • All the way back in 2015, The New York Times’ Farhad Manjoo made a good case for vertical video. It’s a fun reminder of just how contentious the idea was!
  • You should read my colleague Mia Sato’s story on the clip economy, which turns shows, movies, podcasts, and more into bite-size pieces for social platforms. It’s a weird industry, but it works — and you can see why the streamers want to compete.
  • Here’s a really good breakdown of all the things TikTok got right, from its algorithm to its whole approach to content. Every bit of it has been copied relentlessly ever since.
Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.
#vertical #video #takeoverColumn,Creators,Facebook,Instagram,Meta,Social Media,Streaming,Tech,The Stepback,TikTok,YouTube">The vertical video takeover is hereThis is The Stepback, a weekly newsletter breaking down one essential story from the tech world. For more on all things vertical video, follow David Pierce. The Stepback arrives in our subscribers’ inboxes on Sunday at 8AM ET. Opt in for The Stepback here.For a while, every social and media platform had its own identity. YouTube was for clips of TV shows and movies, and the home of so many members of a burgeoning creator community. Instagram was mostly pictures. Netflix was trying to be the on-demand HBO. Facebook was about friends. Twitter was about news. Snapchat was a messaging app.All these apps did have one important thing in common, though: They were growing up alongside the smartphone. Billions of new people were coming online for the first time, and they began to make content that made sense for the tall, skinny new devices in their hands. Selfies were a vertical art form, both because the photos filled the screen better and because it was just easier to hold the phone and take the photo that way. Some resisted the idea of vertical video for years — they’d argue that our eyes are meant to scan horizontally rather than vertically, and that vertical video looked bad on widescreen laptops. But ultimately phones won, and we hold our phones upright, so our phone experiences turned upright. That includes entertainment.As has been true so many times, Snap figured this out before anyone. It launched Stories in late 2013 as a slightly more relaxed way to see what your friends are up to. CEO Evan Spiegel called it a “totally new way to share your day with friends — or everyone.” It took off in a massive way, and by the middle of 2014 was the most popular feature on Snapchat. That’s the kind of virality that Mark Zuckerberg tends to notice, and by August of 2016, the feature had been copied more or less exactly into Instagram. Kevin Systrom, then the CEO of Instagram, said of Spiegel and Snapchat that “they deserve all the credit” for Stories. The implication? That this was no longer a proprietary feature of a single social network; it was just in the air. Stories were for everyone. They started showing up on LinkedIn, Tinder, Medium, and so many other places.Stories weren’t always video, but as cameras and upload speeds improved, video became the dominant medium in many ephemeral spaces. And video stories had two semi-magical properties: They were perfectly suited to endless, mindless scrolling, and they made it really easy to integrate ads. Only a few months after turning on Stories in Instagram, by which point half the platform’s users were already using Stories, Facebook began flooding ads into the product. The semi-randomness of Stories made ads actually seem less intrusive — you’d see a photo of a dog, a video of a hike, an ad for jeans, your friend’s makeup routine, brunch pics, an ad for blush. Video ads felt more premium, took up the whole screen, and were thus far more lucrative for the social platforms.With apologies to the short, brilliant life of Vine, the six-second video platform that helped invent so much about the video-first social network, it wasn’t until TikTok took off that things really turned again. The platform launched in the US in 2018, but had been popular for a few years in China as Douyin and elsewhere as Musical.ly. TikTok combined the vertical-first format of Stories with the permanence of YouTube, but it also made video easier than ever. It had filters like Instagram and Snapchat, but also supplied a steady stream of video ideas through the platform’s many trends, offered access to music and sound effects, and made it easy to stitch or duet a video.By defaulting to the purely algorithmic For You page, TikTok also freed creators from caring about curating their profile or worrying about posting too much — you could just pump out videos and trust the algorithm to deliver them. And so that’s what people did. Pretty quickly, TikTok became one of the fastest growing apps on the planet, and its daily usage numbers became the envy of the industry. Instagram may have had more users, but TikTok users spent far more time TikToking.When TikTok became a phenomenon, just about everyone jumped on the vertical video bandwagon. Reels launched in 2020 and became a core feature of both Instagram and Facebook; YouTube created Shorts a year later. By the end of 2021, Twitter had both launched and killed a similar feature called Fleets. By this point, this kind of full-screen, vertical-scrolling video was part of the lingua franca of the smartphone. At the same time, in a search for ever more engagement, these platforms were learning another lesson from TikTok: to stop relying on your friends to post interesting content, and instead to show you whatever the algorithm thinks you might like. Social networks were gone, replaced by social media — entertainment with a comments section.Short-form, vertical video has effectively won the internet. Business is booming, and viewers show no sign of tuning out. Meta said in 2024 that Instagram users were spending more than half their time in Reels, and said in 2025 the feature was turning into a billion annual business across Meta’s apps. About 63 percent of young adults and teens are on TikTok, per Pew Research Center, and one in five teens reported being on the app “almost constantly.” YouTube reported 200 billion daily views of Shorts at the end of 2025, and said that Shorts earned more money per watch hour than standard YouTube videos.The last three or four years have been about relentless standardization in social media. The pace with which these products copy each other, and regress back toward parity, has been absolutely astonishing. First, Shorts and Reels both aped TikTok’s design, its duetting and stitching, and its close relationship with sounds and music. Then they bought into TikTok’s idea of prioritizing content over connection — followers are dead, long live the algorithm. TikTok pushed hard into shopping, then suddenly Reels and Shorts became a lot more shoppable. YouTube began to grow on TVs, and suddenly TikTok and Instagram started investing in its own TV apps. Videos got longer and longer across platforms, to allow more ads. All the apps got really into livestreaming for a while. And micro dramas. They’ve relentlessly copied each other on big things like letting users control their algorithm, and small things like Clear Mode.As the social platforms spin endlessly around each other, they’ve gotten some surprising company. Company after company started to notice their content floating around social media platforms, often in dubiously legal ways, and tried to take some of the watch time for themselves. Spotify decided it, too, wanted to be a video service, and built a vertical-scrolling feed for users to explore. Disney built a TikTok clone for ESPN and another for Disney Plus, both called Verts. Netflix, Prime Video, and Paramount Plus all called their clones Clips.There are two reasons for the ongoing onslaught of short-form vertical video: time spent and advertising. The endlessly scrolling video feed turns out to be one of the most engrossing forms of entertainment ever devised (to the point that it has become a regulatory problem for the social platforms), and in a relentless competition for eyeballs and attention, it has become everyone’s best idea. In 2024, when Meta switched its default video player to a vertical-first layout across all platforms, the race was officially won.Meanwhile, as those platforms have captured more of our time and attention, short-form video has become a dominant force of advertising on the internet, which means advertisers are already comfortable making ads designed to go between videos in the feed. And as so many companies turn to AI to do their ad targeting, all they really need is the creative to get started. “So long as clients give us different assets — a six-second ad, a 15-second ad, a long-format, a vertical ad — AI is essentially powering everything else,” YouTube’s Brian Albert told me last year. “From the audiences you’re reaching, to the contextual placements, to the ad that’s actually showing.” The combination of AI and vertical video has become a self-fulfilling prophecy: The more it wins, the easier it becomes for everyone else to get on board, and so it just keeps winning.Vertical video haters, I have bad news: It’s only going to get worse. TikTok, YouTube, and Instagram are if anything going to become more short-form and vertical, since those short videos are easier to make and easier to load into endlessly scrolling feeds. Video services used to require you to pick something and press play, but now all they need is for you to open the app and they can start showing you ads. They’re not going to want to go back. Here’s how dominant video is: Facebook is testing a new version of the app that loads a full-screen video feed when you open the app. If that happens, there will be no Facebook — only Reels. After all this time, they’ve trained users to want and expect this kind of fast-paced, instant-gratification entertainment, to the point where even a full-length movie can feel like a chore.Meanwhile, after years of raising prices, streaming services around the world are hoping they can turn to advertising to keep growing. For a while, they could coast on the back of linear TV, borrowing those ads to run on digital platforms. But a TikTok ad won’t make any sense on Netflix, so Netflix decided the best thing to do is build something that looks more like TikTok. A recent HubSpot report found that short-form video was by a wide margin both the most-used and most successful form of marketing content in 2025, and that it was the format in which marketers planned to invest the most this year.All that said, there are glimmers of a bigger shift beginning to happen. Fed up with the algorithm, some users are starting to demand the return of friends and family in social media. But more broadly, more and more young people are deciding to put down their phones, resist the invasion of AI into their lives, and look for different kinds of entertainment. Movie theaters are having a big year; one of the year’s most exciting new phones is a flip phone. As long as we live in this era of social media and entertainment, vertical video is going to win. It would take a cultural revolution to stop it — and there might just be one brewing.The best way to understand TikTok, Instagram, and Snapchat in particular right now is as a combination of two things: a streaming service and an inbox. Studies have found that the most popular thing to do is watch videos, and the second most popular thing is to send videos to someone else. Actually posting? Way down the list. (YouTube, by the way, is desperately trying to make DMs happen.)If you’ve made it this far and you’re thinking, no way, you’re way overstating it? I’m so sorry to say this, but you might just be old. At this point, YouTube and Facebook cross generations and demographics, but Pew and others have found that TikTok, Snapchat, and Instagram are effectively ubiquitous among young people in particular.It’s important to remember that views are lies. Everyone on the internet has an incentive to make their platform seem big and vibrant and popular, and they will invent whatever new metrics they need to do so.New York published a great piece earlier this year about the shifting vibes on YouTube, and the ways in which the creator economy is being unmoored in part by the shift to vertical video. Yeah, the platforms have figured out how to make money from your video feed, but it’s not as simple for creators. All the way back in 2015, The New York Times’ Farhad Manjoo made a good case for vertical video. It’s a fun reminder of just how contentious the idea was!You should read my colleague Mia Sato’s story on the clip economy, which turns shows, movies, podcasts, and more into bite-size pieces for social platforms. It’s a weird industry, but it works — and you can see why the streamers want to compete.Here’s a really good breakdown of all the things TikTok got right, from its algorithm to its whole approach to content. Every bit of it has been copied relentlessly ever since.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.David PierceCloseDavid PiercePosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by David PierceColumnCloseColumnPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All ColumnCreatorsCloseCreatorsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All CreatorsFacebookCloseFacebookPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All FacebookInstagramCloseInstagramPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All InstagramMetaCloseMetaPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All MetaSocial MediaCloseSocial MediaPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All Social MediaStreamingCloseStreamingPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All StreamingTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechThe StepbackCloseThe StepbackPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All The StepbackTikTokCloseTikTokPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TikTokYouTubeCloseYouTubePosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All YouTube#vertical #video #takeoverColumn,Creators,Facebook,Instagram,Meta,Social Media,Streaming,Tech,The Stepback,TikTok,YouTube

The Stepback, a weekly newsletter breaking down one essential story from the tech world. For more on all things vertical video, follow David Pierce. The Stepback arrives in our subscribers’ inboxes on Sunday at 8AM ET. Opt in for The Stepback here.

For a while, every social and media platform had its own identity. YouTube was for clips of TV shows and movies, and the home of so many members of a burgeoning creator community. Instagram was mostly pictures. Netflix was trying to be the on-demand HBO. Facebook was about friends. Twitter was about news. Snapchat was a messaging app.

All these apps did have one important thing in common, though: They were growing up alongside the smartphone. Billions of new people were coming online for the first time, and they began to make content that made sense for the tall, skinny new devices in their hands. Selfies were a vertical art form, both because the photos filled the screen better and because it was just easier to hold the phone and take the photo that way. Some resisted the idea of vertical video for years — they’d argue that our eyes are meant to scan horizontally rather than vertically, and that vertical video looked bad on widescreen laptops. But ultimately phones won, and we hold our phones upright, so our phone experiences turned upright. That includes entertainment.

As has been true so many times, Snap figured this out before anyone. It launched Stories in late 2013 as a slightly more relaxed way to see what your friends are up to. CEO Evan Spiegel called it a “totally new way to share your day with friends — or everyone.” It took off in a massive way, and by the middle of 2014 was the most popular feature on Snapchat. That’s the kind of virality that Mark Zuckerberg tends to notice, and by August of 2016, the feature had been copied more or less exactly into Instagram. Kevin Systrom, then the CEO of Instagram, said of Spiegel and Snapchat that “they deserve all the credit” for Stories. The implication? That this was no longer a proprietary feature of a single social network; it was just in the air. Stories were for everyone. They started showing up on LinkedIn, Tinder, Medium, and so many other places.

Stories weren’t always video, but as cameras and upload speeds improved, video became the dominant medium in many ephemeral spaces. And video stories had two semi-magical properties: They were perfectly suited to endless, mindless scrolling, and they made it really easy to integrate ads. Only a few months after turning on Stories in Instagram, by which point half the platform’s users were already using Stories, Facebook began flooding ads into the product. The semi-randomness of Stories made ads actually seem less intrusive — you’d see a photo of a dog, a video of a hike, an ad for jeans, your friend’s makeup routine, brunch pics, an ad for blush. Video ads felt more premium, took up the whole screen, and were thus far more lucrative for the social platforms.

With apologies to the short, brilliant life of Vine, the six-second video platform that helped invent so much about the video-first social network, it wasn’t until TikTok took off that things really turned again. The platform launched in the US in 2018, but had been popular for a few years in China as Douyin and elsewhere as Musical.ly. TikTok combined the vertical-first format of Stories with the permanence of YouTube, but it also made video easier than ever. It had filters like Instagram and Snapchat, but also supplied a steady stream of video ideas through the platform’s many trends, offered access to music and sound effects, and made it easy to stitch or duet a video.

By defaulting to the purely algorithmic For You page, TikTok also freed creators from caring about curating their profile or worrying about posting too much — you could just pump out videos and trust the algorithm to deliver them. And so that’s what people did. Pretty quickly, TikTok became one of the fastest growing apps on the planet, and its daily usage numbers became the envy of the industry. Instagram may have had more users, but TikTok users spent far more time TikToking.

When TikTok became a phenomenon, just about everyone jumped on the vertical video bandwagon. Reels launched in 2020 and became a core feature of both Instagram and Facebook; YouTube created Shorts a year later. By the end of 2021, Twitter had both launched and killed a similar feature called Fleets. By this point, this kind of full-screen, vertical-scrolling video was part of the lingua franca of the smartphone. At the same time, in a search for ever more engagement, these platforms were learning another lesson from TikTok: to stop relying on your friends to post interesting content, and instead to show you whatever the algorithm thinks you might like. Social networks were gone, replaced by social media — entertainment with a comments section.

Short-form, vertical video has effectively won the internet. Business is booming, and viewers show no sign of tuning out. Meta said in 2024 that Instagram users were spending more than half their time in Reels, and said in 2025 the feature was turning into a $50 billion annual business across Meta’s apps. About 63 percent of young adults and teens are on TikTok, per Pew Research Center, and one in five teens reported being on the app “almost constantly.” YouTube reported 200 billion daily views of Shorts at the end of 2025, and said that Shorts earned more money per watch hour than standard YouTube videos.

The last three or four years have been about relentless standardization in social media. The pace with which these products copy each other, and regress back toward parity, has been absolutely astonishing. First, Shorts and Reels both aped TikTok’s design, its duetting and stitching, and its close relationship with sounds and music. Then they bought into TikTok’s idea of prioritizing content over connection — followers are dead, long live the algorithm. TikTok pushed hard into shopping, then suddenly Reels and Shorts became a lot more shoppable. YouTube began to grow on TVs, and suddenly TikTok and Instagram started investing in its own TV apps. Videos got longer and longer across platforms, to allow more ads. All the apps got really into livestreaming for a while. And micro dramas. They’ve relentlessly copied each other on big things like letting users control their algorithm, and small things like Clear Mode.

As the social platforms spin endlessly around each other, they’ve gotten some surprising company. Company after company started to notice their content floating around social media platforms, often in dubiously legal ways, and tried to take some of the watch time for themselves. Spotify decided it, too, wanted to be a video service, and built a vertical-scrolling feed for users to explore. Disney built a TikTok clone for ESPN and another for Disney Plus, both called Verts. Netflix, Prime Video, and Paramount Plus all called their clones Clips.

There are two reasons for the ongoing onslaught of short-form vertical video: time spent and advertising. The endlessly scrolling video feed turns out to be one of the most engrossing forms of entertainment ever devised (to the point that it has become a regulatory problem for the social platforms), and in a relentless competition for eyeballs and attention, it has become everyone’s best idea. In 2024, when Meta switched its default video player to a vertical-first layout across all platforms, the race was officially won.

Meanwhile, as those platforms have captured more of our time and attention, short-form video has become a dominant force of advertising on the internet, which means advertisers are already comfortable making ads designed to go between videos in the feed. And as so many companies turn to AI to do their ad targeting, all they really need is the creative to get started. “So long as clients give us different assets — a six-second ad, a 15-second ad, a long-format, a vertical ad — AI is essentially powering everything else,” YouTube’s Brian Albert told me last year. “From the audiences you’re reaching, to the contextual placements, to the ad that’s actually showing.” The combination of AI and vertical video has become a self-fulfilling prophecy: The more it wins, the easier it becomes for everyone else to get on board, and so it just keeps winning.

Vertical video haters, I have bad news: It’s only going to get worse. TikTok, YouTube, and Instagram are if anything going to become more short-form and vertical, since those short videos are easier to make and easier to load into endlessly scrolling feeds. Video services used to require you to pick something and press play, but now all they need is for you to open the app and they can start showing you ads. They’re not going to want to go back. Here’s how dominant video is: Facebook is testing a new version of the app that loads a full-screen video feed when you open the app. If that happens, there will be no Facebook — only Reels. After all this time, they’ve trained users to want and expect this kind of fast-paced, instant-gratification entertainment, to the point where even a full-length movie can feel like a chore.

Meanwhile, after years of raising prices, streaming services around the world are hoping they can turn to advertising to keep growing. For a while, they could coast on the back of linear TV, borrowing those ads to run on digital platforms. But a TikTok ad won’t make any sense on Netflix, so Netflix decided the best thing to do is build something that looks more like TikTok. A recent HubSpot report found that short-form video was by a wide margin both the most-used and most successful form of marketing content in 2025, and that it was the format in which marketers planned to invest the most this year.

All that said, there are glimmers of a bigger shift beginning to happen. Fed up with the algorithm, some users are starting to demand the return of friends and family in social media. But more broadly, more and more young people are deciding to put down their phones, resist the invasion of AI into their lives, and look for different kinds of entertainment. Movie theaters are having a big year; one of the year’s most exciting new phones is a flip phone. As long as we live in this era of social media and entertainment, vertical video is going to win. It would take a cultural revolution to stop it — and there might just be one brewing.

  • The best way to understand TikTok, Instagram, and Snapchat in particular right now is as a combination of two things: a streaming service and an inbox. Studies have found that the most popular thing to do is watch videos, and the second most popular thing is to send videos to someone else. Actually posting? Way down the list. (YouTube, by the way, is desperately trying to make DMs happen.)
  • If you’ve made it this far and you’re thinking, no way, you’re way overstating it? I’m so sorry to say this, but you might just be old. At this point, YouTube and Facebook cross generations and demographics, but Pew and others have found that TikTok, Snapchat, and Instagram are effectively ubiquitous among young people in particular.
  • It’s important to remember that views are lies. Everyone on the internet has an incentive to make their platform seem big and vibrant and popular, and they will invent whatever new metrics they need to do so.
  • New York published a great piece earlier this year about the shifting vibes on YouTube, and the ways in which the creator economy is being unmoored in part by the shift to vertical video. Yeah, the platforms have figured out how to make money from your video feed, but it’s not as simple for creators.
  • All the way back in 2015, The New York Times’ Farhad Manjoo made a good case for vertical video. It’s a fun reminder of just how contentious the idea was!
  • You should read my colleague Mia Sato’s story on the clip economy, which turns shows, movies, podcasts, and more into bite-size pieces for social platforms. It’s a weird industry, but it works — and you can see why the streamers want to compete.
  • Here’s a really good breakdown of all the things TikTok got right, from its algorithm to its whole approach to content. Every bit of it has been copied relentlessly ever since.
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#vertical #video #takeoverColumn,Creators,Facebook,Instagram,Meta,Social Media,Streaming,Tech,The Stepback,TikTok,YouTube">The vertical video takeover is here

This is The Stepback, a weekly newsletter breaking down one essential story from the tech world. For more on all things vertical video, follow David Pierce. The Stepback arrives in our subscribers’ inboxes on Sunday at 8AM ET. Opt in for The Stepback here.

For a while, every social and media platform had its own identity. YouTube was for clips of TV shows and movies, and the home of so many members of a burgeoning creator community. Instagram was mostly pictures. Netflix was trying to be the on-demand HBO. Facebook was about friends. Twitter was about news. Snapchat was a messaging app.

All these apps did have one important thing in common, though: They were growing up alongside the smartphone. Billions of new people were coming online for the first time, and they began to make content that made sense for the tall, skinny new devices in their hands. Selfies were a vertical art form, both because the photos filled the screen better and because it was just easier to hold the phone and take the photo that way. Some resisted the idea of vertical video for years — they’d argue that our eyes are meant to scan horizontally rather than vertically, and that vertical video looked bad on widescreen laptops. But ultimately phones won, and we hold our phones upright, so our phone experiences turned upright. That includes entertainment.

As has been true so many times, Snap figured this out before anyone. It launched Stories in late 2013 as a slightly more relaxed way to see what your friends are up to. CEO Evan Spiegel called it a “totally new way to share your day with friends — or everyone.” It took off in a massive way, and by the middle of 2014 was the most popular feature on Snapchat. That’s the kind of virality that Mark Zuckerberg tends to notice, and by August of 2016, the feature had been copied more or less exactly into Instagram. Kevin Systrom, then the CEO of Instagram, said of Spiegel and Snapchat that “they deserve all the credit” for Stories. The implication? That this was no longer a proprietary feature of a single social network; it was just in the air. Stories were for everyone. They started showing up on LinkedIn, Tinder, Medium, and so many other places.

Stories weren’t always video, but as cameras and upload speeds improved, video became the dominant medium in many ephemeral spaces. And video stories had two semi-magical properties: They were perfectly suited to endless, mindless scrolling, and they made it really easy to integrate ads. Only a few months after turning on Stories in Instagram, by which point half the platform’s users were already using Stories, Facebook began flooding ads into the product. The semi-randomness of Stories made ads actually seem less intrusive — you’d see a photo of a dog, a video of a hike, an ad for jeans, your friend’s makeup routine, brunch pics, an ad for blush. Video ads felt more premium, took up the whole screen, and were thus far more lucrative for the social platforms.

With apologies to the short, brilliant life of Vine, the six-second video platform that helped invent so much about the video-first social network, it wasn’t until TikTok took off that things really turned again. The platform launched in the US in 2018, but had been popular for a few years in China as Douyin and elsewhere as Musical.ly. TikTok combined the vertical-first format of Stories with the permanence of YouTube, but it also made video easier than ever. It had filters like Instagram and Snapchat, but also supplied a steady stream of video ideas through the platform’s many trends, offered access to music and sound effects, and made it easy to stitch or duet a video.

By defaulting to the purely algorithmic For You page, TikTok also freed creators from caring about curating their profile or worrying about posting too much — you could just pump out videos and trust the algorithm to deliver them. And so that’s what people did. Pretty quickly, TikTok became one of the fastest growing apps on the planet, and its daily usage numbers became the envy of the industry. Instagram may have had more users, but TikTok users spent far more time TikToking.

When TikTok became a phenomenon, just about everyone jumped on the vertical video bandwagon. Reels launched in 2020 and became a core feature of both Instagram and Facebook; YouTube created Shorts a year later. By the end of 2021, Twitter had both launched and killed a similar feature called Fleets. By this point, this kind of full-screen, vertical-scrolling video was part of the lingua franca of the smartphone. At the same time, in a search for ever more engagement, these platforms were learning another lesson from TikTok: to stop relying on your friends to post interesting content, and instead to show you whatever the algorithm thinks you might like. Social networks were gone, replaced by social media — entertainment with a comments section.

Short-form, vertical video has effectively won the internet. Business is booming, and viewers show no sign of tuning out. Meta said in 2024 that Instagram users were spending more than half their time in Reels, and said in 2025 the feature was turning into a $50 billion annual business across Meta’s apps. About 63 percent of young adults and teens are on TikTok, per Pew Research Center, and one in five teens reported being on the app “almost constantly.” YouTube reported 200 billion daily views of Shorts at the end of 2025, and said that Shorts earned more money per watch hour than standard YouTube videos.

The last three or four years have been about relentless standardization in social media. The pace with which these products copy each other, and regress back toward parity, has been absolutely astonishing. First, Shorts and Reels both aped TikTok’s design, its duetting and stitching, and its close relationship with sounds and music. Then they bought into TikTok’s idea of prioritizing content over connection — followers are dead, long live the algorithm. TikTok pushed hard into shopping, then suddenly Reels and Shorts became a lot more shoppable. YouTube began to grow on TVs, and suddenly TikTok and Instagram started investing in its own TV apps. Videos got longer and longer across platforms, to allow more ads. All the apps got really into livestreaming for a while. And micro dramas. They’ve relentlessly copied each other on big things like letting users control their algorithm, and small things like Clear Mode.

As the social platforms spin endlessly around each other, they’ve gotten some surprising company. Company after company started to notice their content floating around social media platforms, often in dubiously legal ways, and tried to take some of the watch time for themselves. Spotify decided it, too, wanted to be a video service, and built a vertical-scrolling feed for users to explore. Disney built a TikTok clone for ESPN and another for Disney Plus, both called Verts. Netflix, Prime Video, and Paramount Plus all called their clones Clips.

There are two reasons for the ongoing onslaught of short-form vertical video: time spent and advertising. The endlessly scrolling video feed turns out to be one of the most engrossing forms of entertainment ever devised (to the point that it has become a regulatory problem for the social platforms), and in a relentless competition for eyeballs and attention, it has become everyone’s best idea. In 2024, when Meta switched its default video player to a vertical-first layout across all platforms, the race was officially won.

Meanwhile, as those platforms have captured more of our time and attention, short-form video has become a dominant force of advertising on the internet, which means advertisers are already comfortable making ads designed to go between videos in the feed. And as so many companies turn to AI to do their ad targeting, all they really need is the creative to get started. “So long as clients give us different assets — a six-second ad, a 15-second ad, a long-format, a vertical ad — AI is essentially powering everything else,” YouTube’s Brian Albert told me last year. “From the audiences you’re reaching, to the contextual placements, to the ad that’s actually showing.” The combination of AI and vertical video has become a self-fulfilling prophecy: The more it wins, the easier it becomes for everyone else to get on board, and so it just keeps winning.

Vertical video haters, I have bad news: It’s only going to get worse. TikTok, YouTube, and Instagram are if anything going to become more short-form and vertical, since those short videos are easier to make and easier to load into endlessly scrolling feeds. Video services used to require you to pick something and press play, but now all they need is for you to open the app and they can start showing you ads. They’re not going to want to go back. Here’s how dominant video is: Facebook is testing a new version of the app that loads a full-screen video feed when you open the app. If that happens, there will be no Facebook — only Reels. After all this time, they’ve trained users to want and expect this kind of fast-paced, instant-gratification entertainment, to the point where even a full-length movie can feel like a chore.

Meanwhile, after years of raising prices, streaming services around the world are hoping they can turn to advertising to keep growing. For a while, they could coast on the back of linear TV, borrowing those ads to run on digital platforms. But a TikTok ad won’t make any sense on Netflix, so Netflix decided the best thing to do is build something that looks more like TikTok. A recent HubSpot report found that short-form video was by a wide margin both the most-used and most successful form of marketing content in 2025, and that it was the format in which marketers planned to invest the most this year.

All that said, there are glimmers of a bigger shift beginning to happen. Fed up with the algorithm, some users are starting to demand the return of friends and family in social media. But more broadly, more and more young people are deciding to put down their phones, resist the invasion of AI into their lives, and look for different kinds of entertainment. Movie theaters are having a big year; one of the year’s most exciting new phones is a flip phone. As long as we live in this era of social media and entertainment, vertical video is going to win. It would take a cultural revolution to stop it — and there might just be one brewing.

  • The best way to understand TikTok, Instagram, and Snapchat in particular right now is as a combination of two things: a streaming service and an inbox. Studies have found that the most popular thing to do is watch videos, and the second most popular thing is to send videos to someone else. Actually posting? Way down the list. (YouTube, by the way, is desperately trying to make DMs happen.)
  • If you’ve made it this far and you’re thinking, no way, you’re way overstating it? I’m so sorry to say this, but you might just be old. At this point, YouTube and Facebook cross generations and demographics, but Pew and others have found that TikTok, Snapchat, and Instagram are effectively ubiquitous among young people in particular.
  • It’s important to remember that views are lies. Everyone on the internet has an incentive to make their platform seem big and vibrant and popular, and they will invent whatever new metrics they need to do so.
  • New York published a great piece earlier this year about the shifting vibes on YouTube, and the ways in which the creator economy is being unmoored in part by the shift to vertical video. Yeah, the platforms have figured out how to make money from your video feed, but it’s not as simple for creators.
  • All the way back in 2015, The New York Times’ Farhad Manjoo made a good case for vertical video. It’s a fun reminder of just how contentious the idea was!
  • You should read my colleague Mia Sato’s story on the clip economy, which turns shows, movies, podcasts, and more into bite-size pieces for social platforms. It’s a weird industry, but it works — and you can see why the streamers want to compete.
  • Here’s a really good breakdown of all the things TikTok got right, from its algorithm to its whole approach to content. Every bit of it has been copied relentlessly ever since.
Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.
#vertical #video #takeoverColumn,Creators,Facebook,Instagram,Meta,Social Media,Streaming,Tech,The Stepback,TikTok,YouTube

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