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We’ve Already Spotted 38 Truly Great Prime Day Deals

We’ve Already Spotted 38 Truly Great Prime Day Deals

Amazon Prime Day 2025 is fast approaching, and the sale is already underway on some items. To help you find the best early Prime Day deals, we’ve scoured Amazon for deals on the tech we love. As always, every deal we recommend here is on a product our reviewers have personally tested and approved—you won’t find any shoddy dupes or mystery brands here.

This year Prime Day runs for four days, July 8-11, rather than the usual two. That means there’s twice as long to suffer save. Twice as long to score a great deal on a new Amazon Fire Tablet, some AirPods, or a KitchenAid stand mixer.

Be sure to read our explainer on all the Amazon Prime perks you should be taking advantage of.

Updated Saturday June 28, 2025: We’ve removed a couple of sold-out deals and added new deals on HP’s Chromebook x360, Surface laptops, a Samsung Watch Series 7 watch, Beats Solo 4 headphones, Sawyer Squeeze water filter, Garmin Inreach Mini 2, Petcube Cam 360, Blissy Silk Sleep Mask, and the Imilab C30 Dual Security Camera


WIRED Featured Deals


Amazon Device Deals

Photograph: Simon Hill

Amazon’s Eero Pro 6E (7/10, WIRED Recommends) is a tri-band mesh that adds the 6-GHz band to the familiar 2.4-GHz and 5-GHz bands. If you have a 1 Gbps or faster connection and lots of devices, this is a great mesh system for you. It performed extremely well in our tests, though the 6-Ghz band is short-range.

Amazon Fire Max 11 tablet

Photograph: Amazon

This deal is for the Fire Max 11 (5/10, WIRED Review) bundle, with keyboard. The Fire Max 11 is Amazon’s nicest Fire tablet, but if you’re thinking of doing work, keep in mind that Google’s various office apps won’t work. If you don’t need those, this is a serviceable tablet. The screen is bright and sharp enough, the speakers aren’t bad, and the cameras are 1080p.

Amazon Prime logo on a cardboard box

Photograph: Michael Melia/Alamy

Easily the best audiobook service, Amazon’s Audible Premium Plus gives you access to a library of Audible Originals, audiobooks, and podcasts, one credit per month to use on any audiobook title you fancy, and regular exclusive deals and discounts. Prime members can have three months for free right now (one month for non-Prime members), after which it costs $15 per month.

It may not be the best music streaming service, but Amazon Music Unlimited earned an honorable mention in our guide. Four months of free service for Prime members (three months for non-Prime members) will be enough to tempt some folks to try it.

Apple Prime Day Deals

  • Apple iPad 2025 models in various colors fanned out on a white background

    Photograph: Apple

  • Image may contain: Electronics, Mobile Phone, Phone, Iphone, Computer, Laptop, and Pc

    Photograph: Brenda Stolyar

The iPad (A16) (8/10, WIRED Recommends) has a USB-C port, a Touch ID sensor integrated into the power button, a 12-megapixel rear camera, and a 12-MP selfie camera in landscape mode (with support for Center Stage). You also get 5G on the cellular model. The A16 chip is the same one in the iPhone 14 Pro, iPhone 15, and iPhone 15 Plus. It’s plenty powerful, but there’s not enough RAM to support Apple Intelligence, making it the only iPad in the lineup without access to Apple’s artificial intelligence features (possibly a feature depending on your stance on AI).

Front view of an open MacBook Air M.4. 15-Inch 2025, a thin silver laptop, showing the screen, keyboard, and touchpad.

Photograph: Luke Larsen

Apple

MacBook Air (M4, 2025)

Would it surprise you to know that this is the laptop I am typing on right now? Probably not. The Air is one of the most popular laptops around and for good reason. You get a powerful, portable laptop with outstanding battery life for under a grand. If your workload is graphics-intensive, you might want to go for the 14- or 16-inch MacBook Pro, but for the rest of us the Air is the Apple laptop to get.

Apple AirPods Pro 2, two white earbuds, in an open oval shaped case sitting on a wooden surface

Photograph: Christopher Null

Apple

AirPods Pro 2 (With USB-C)

Apple’s latest AirPods Pro (8/10, WIRED Recommends) are ubiquitous for good reason. They’ve now got USB-C in the charging case, and this latest version sounds better than ever before. They have an IP54 sweat- and dust-resistance rating, and the noise-canceling is top-tier. Pair that with six hours of juice and a case with a speaker to help use Apple’s “Find My” feature, and you have a winning combo.

Black and gold smartwatches with large digital screens

Photograph: Apple

The Watch Series 10 (8/10, WIRED Recommends) is the best Apple Watch for most people. It does not have blood oxygen sensing, which is truly preposterous given that almost every other fitness tracker on the planet has it, but it can tell if you have sleep apnea, which otherwise requires a disruptive sleep test to diagnose. The Series 10 is thinner and lighter, so it’s more comfortable to wear while sleeping, and it has fast charging, so it can track more of your activities during the day.

Multiple Apple Watch SE models with different watch faces and bands

Photograph: Apple

The gateway drug of Apple Watches, the entry-level SE is a compelling deal. It doesn’t have the latest standout health features, but it’s compatible with watchOS 11, so you’ll be able to take advantage of the new Vitals app, and it has the S8 chip, which offers support for features like Crash Detection. It remains the best Apple Watch for the money.

Image may contain: Electronics

Photograph: Beats 

The Beats Flex are the best headphones for Apple users under $100. They feature quick pairing, easy access to Siri, and seamless Apple Music integration, thanks to Apple’s W1 chip, which ensures a rock-solid wireless connection to iOS devices. We were able to get 12-hour-plus battery life, which is good enough for a few workdays of tunes between trips to the wall charger.

Side view of slim black over-the-ear headphones

Photograph: Amazon

The Beat Solo 4 headphones offer clear and buttery smooth sound, with good instrumental separation. As you’d expect, there’s hands-free Siri and Apple Spatial Audio support, and they come with a compact carrying case for easy packing. Note that there’s no noise canceling or transparency mode, no auto pause feature, or water-resistance rating.

Anker MagGo Power Bank for Apple Watch, a white and silver rectangular device with a small strap on the side

Photograph: Simon Hill

Anker

MagGo Power Bank for Apple Watch

For those overnight trips it’s nice to have a power bank capable of charging up your Apple Watch. This Anker power bank has a handy pop-up Apple Watch charger that can deliver 5 watts and supports Nightstand mode. It also has a built-in USB-C cable and a USB-C port, so you can deliver up to 30 watts to your phone or another small device.

three apple watches series 7

Photograph: Apple

Our top pick watch for Samsun fans, the Galaxy Watch7 features a nice rounded design—the accented 20-mm straps add a nice touch—though it is a little plain. This model infuses artificial intelligence algorithms to improve your health tracking data, like the Energy Score and updated sleep tracking capabilities.

Two Samsung Galaxy Watch 7s side by side

Photograph: Julian Chokkattu

Tech Deals

  • Image may contain: Computer, Electronics, Laptop, Pc, Computer Hardware, Computer Keyboard, Hardware, Monitor, and Screen

    Photograph: Microsoft

  • Image may contain: Computer, Electronics, Laptop, Pc, Computer Hardware, Computer Keyboard, Hardware, and Tablet Computer

    Photograph: Brenda Stolyar

Microsoft

Surface Laptop Copilot+ PC (7th Edition, 2024)

The Surface Laptop (7th Edition) is the best Surface device for most people. If you’re looking for a lightweight and reliable Windows PC with good battery life, look no further. This deal is on the higher-end 13-inch model, with a Snapdragon X Elite processor, 16-GB RAM, and a 1-TB SSD. Performance was excellent in our testing, although this is not a machine for graphics-intensive tasks like video editing or gaming.

Image may contain: Computer, Electronics, Laptop, Pc, Computer Hardware, Hardware, Monitor, Screen, and Plant

HP’s Chromebook Plus x360 is a good 2-in-1 Chromebook. Its design is nondescript, but the Intel Core i3 chip is plenty speedy for Chromebook workloads, it’s lightweight, and the 2-in-1 design means you can watch movies in tent mode. The speakers sound decent and get surprisingly loud, and the 1,920 X 1,200-pixel resolution is sharp on this 14-inch IPS LCD panel.

TP-Link Deco BE85 router

Photograph: Linksys

This Wi-Fi 7 mesh router offers expansive coverage and it very fast on all bands. You get a good selection of multi-gig Ethernet ports and it’s easy to set up and use. The downside is the price, but this deal helps out with that. You’ll need a HomeShield Pro subscription for online protection and full parental controls.

A hand holding an Anker Laptop Power Bank, a black rectangular portable charger with long digital screen.

Photograph: Simon Hill

This little power bank has a 25,000-mAh capacity and can deliver up to 165 watts to two devices (it tops out at 100 watts for a single device connected via USB-C). The retractable cable is nice, and the clever braided 1-foot USB-C cable doubles as a carry loop. It has a display to show the remaining battery, charging rate in and out, battery temperature, and health.

Ugreen Power Bank

Photograph: Ugreen

Ugreen’s 145-watt charger, with 25,000-mAh battery, is surprisingly compact for the power it provides. There are two USB-C ports and one USB-A port. What sets the Ugreen apart is that you can actually draw 145 watts while charging. That works out to one USB-C port at 100 W and the other at 45 W.

Anker 711 Phone Charger

Photograph: Anker

Anker

711 Charger (Nano II 30W)

This Anker charger is very small (unfortunately, the plugs don’t fold, see below if you want folding plugs), and supports 30 watt charging. That’ll be enough for most phones, and can also handle tablets and even possibly low-power laptops.

Anker 713 Charger

Photograph: Anker

Anker

713 Charger (Nano II 45W)

This Anker plug is nice and compact, with a folding plug which makes it great for travel. If you have a phone that’s capable, this is a nice way to fast charge, and this will of course be perfect for laptops, tablets, and other devices.

Outdoor Prime Day Deals

White plastic birdhouse with feeder inside and a camera

Courtesy of Birdfy

Netvue

Birdfy Plastic Smart Bird Feeder

I’ve been testing smart bird feeders daily for almost a year now, and I can say definitively that no smart feeder is perfect. However, if you want something at the intersection of reliability, features, and affordability, this feeder, the top pick in our guide to the Best Smart Bird Feeders, is your best bet. This model is especially appealing as it comes with both a lifetime subscription and a solar panel to keep it charged. —Kat Merck

Hydroflask Bottle

Photograph: Dick’s Sporting Goods 

Hydro Flask

Standard Mouth Water Bottle

Hydro Flask has several types of bottles and caps available in a bunch of fun color options. You can choose one color for the bottle, another for the lid, and depending on which one you’re getting, yet another for the strap or straw. In our years of testing, this has proved the most durable water bottle.

Small pizza oven sitting on a black shelf outdoors beside a house

Photograph: Adrienne So

Ninja

8-in-1 Woodfire Outdoor Oven

Ninja’s cute and compact outdoor oven (7/10, WIRED Review) is temperature accurate, versatile, and adds a touch of smokiness without you needing to mess with the complexity (or size) of a full smoker. It’s idiotproof and affordable, we love it for decks and those with limited outdoor cooking space, since you can do a lot of things with it.

Image may contain: Appliance, Cooler, Device, Electrical Device, and Mailbox

Yeti reinvented the cooler, and we thank them for it. The rotomolded Tundra is built like a tank with 3-inch-thick insulated walls, and in our testing it kept ice frozen for six days in blazing 90-degree heat while stored in direct sunlight on Adrienne’s deck. I (Scott) have managed to get five days out of it in the insane humidity of Florida in the spring. A Yeti hard-sided cooler is the best cooler around. Note that this deal is only on the one, wine-colored Tundra.

Yeti Hopper Flip 8 Cooler, a blue padded device holding canned beverages, leaning against a black golf bag sitting in the grass

Photograph: Ryan Waniata

I like this Yeti for the wide mouth and heavy zipper that never sticks. It’s free-standing, and at 14.25 inches wide, it’s the perfect size for bungeeing to the top of a paddleboard or bike rack. It has both a grab handle on top and a shoulder strap, which provide plenty of points to carabiner a small dry bag or pair of flip-flops. As with the above deal, this is limited to a single color, “Key Lime.”

Weber Jumbo Portable Grill

Photograph: Weber

Of all the portable charcoal grills I’ve tested, the Weber Jumbo Joe remains my favorite. It strikes the best balance of affordability, features, and ease of use. It’s big enough (18.5 inches in diameter) to smoke two racks of ribs or to fit burgers and corn for six people (admittedly, this was crowded) but small enough that you’ll still have room in the trunk for a cooler and camping supplies.

Trough-shaped firepit with mesh sides and 4 legs for support

Photograph: Biolite

BioLite

FirePit+ Smokeless Portable FirePit

Biolite’s FirePit+ is a sleek, portable, mesh box with removable legs, a hibachi-style grill, and an ash bin. It has a rechargeable 10,400 mAh battery that can power 51 air jets for up to 26 hours. This allows you to precisely control the flame, and to some extent, the heat of the fire. The FirePit+ can burn charcoal or wood and, thanks to the fans, you don’t need a charcoal chimney and you’ll never struggle to get a fire burning.

Image may contain: Grass, Plant, Lawn, Device, Appliance, Cooler, and Electrical Device

Photograph: Simon Hill

Jackery

Explorer 2000 Plus

Our favorite portable power station, the Explorer 2000 Plus has everything you need. It’s got plenty of ports, supports fast charging, and the 2,042-watt-hour capacity will keep you running for days. You can charge it speedily from your AC outlet, but it also works with solar panels, like Jackery’s SolarSaga 200-W Solar Panel. Just be aware that it weighs a hefty 62 pounds.

Image may contain: Baby, Person, Light, and Bottle

Photograph: Scott Gilbertson

Sawyer

Squeeze Water Filter

When I’m not testing something else, this is the backpacking water filtration system I use and it’s never let me down. It’s our top pick for ultralight hikers and backpackers. It weighs just 3 ounces and has a filtration level of 0.1 microns (which gets rid E. coli, salmonella, giardia, cryptosporidium, and other common problems). The Squeeze also connects to any 28-mm diameter soda bottle (your basic 20-ounce Coke bottle, for example).

Hand holding small black and red device with a thick antenna and small screen

Photograph: Kieran Alger

I have yet to do a trip with a satellite communicator, but I do understand why people use them. If I were to bring one along, this is the one I’d get. It’s tiny, light (3.5 ounces), and easily stashable. It utilizes the super-fast Iridium satellite network, so you can send a rapid SOS from pretty much anywhere. There are extra features like waypoints and interval tracking, and it plays nice with compatible Garmin watches.

Best Home Deals

Image may contain: Appliance, Device, Electrical Device, and Mixer

Photograph: Amazon

KitchenAid

Artisan Series 5 Quart Stand Mixer

The Artisan is a design classic, but it doesn’t just look great, it performs as well. It’s got plenty of power, and the tilt head lifts smoothly so you can change attachments. You get four attachments in total, including a dough hook, a wire whip, a pastry beater, and a flex edge beater that manages to get right up to the sides of the bowl so no cake mixture is left behind.

Image may contain: Electrical Device, Microphone, Device, and Appliance

Courtesy of Dyson

The best budget Dyson vac, the Digital Slim is basic, but powerful. It lacks some of the features on newer models. For example, instead of a single power button, it still has a trigger you have to hold down while vacuuming. You’ll do get a Motorbar cleaner head, a combination tool, and a crevice tool in the box. It’s not compatible with fancier accessories like the Laser Slim Fluffy cleaner head that shoots out a green laser to spot microscopic dust. We have seen the price dip lower on sale, but this is still a solid deal.

Small black air purifier beside another white device with a cat standing on top

Photograph: Lisa Wood Shapiro

Shark

NeverChange Air Purifier

As seen in our guide to the Best Air Purifiers, Shark’s NeverChange doesn’t sport a filter you never have to change but it does last up to five years. WIRED reviewer Lisa Wood Shapiro found that this is only true in very small rooms, but it’s still a great deal on a decent air purifier, which now comes in fun colors like green and lavender. (Those ones aren’t on sale, though.) —Kat Merck

Image may contain: Electronics, Speaker, Cup, and Camera

Photograph: Molly Higgins

I love this pet camera from Petcube—it’s already super-affordable before the APD discount, and it has 360 PTZ rotation capabilities, 1080p HD resolution, 8X digital zoom, 2-way audio, and night vision. The camera feed rotates smoothly, and the wide fish-eye-like lens and panning abilities allow you to see pretty much the entire room. For a little over 50 bucks, this is the best camera you can buy at this price point. —Molly Higgins

Image may contain: Electronics, Person, Camera, Animal, Canine, Dog, Mammal, Pet, Speaker, and Webcam

Photography: Imilab

Imilab

C30 Dual Security Camera

This dual camera has 3K high definition, with 360 degree rotation up top, and a stationary camera below for even more coverage (plus it can be mounted upside down). There’s also live view and two-way chat, night vision, and 6X zoom. AI detection alerts to things like barks, meows, loud noises, and fire, so you can receive notifications for anything alarming. I love that the dual cameras let me keep an eye on my pets (and everything else) while away, and at $60, this is a great deal for a super nice pet cam. —Molly Higgins

Apple AirTags

Photograph: Amazon

AirTags can be a bit divisive, but they’re the best way to keep tabs on your stuff if you have an iPhone. Set up with the Find My app, and you’ll always know where everything is.

Overhead selfie from the neck up of a person with pink hair wearing a tie-dye Blissy Sleep Mask while laying on a purple pillow with a grey bed headboard behind them

Photograph: Louryn Strampe

This is the best sleep mask overall. It’s affordable and stylish, with many different colors to choose from. It’s also soft, lightweight, and breathable thanks to its mulberry silk construction. The elastic band isn’t too tight and the mask does a solid job at blocking out most light. And I like that it comes with a drawstring case, so I don’t misplace it easily. —Louryn Strampe

GHD Platinum plus 1

Photograph: Amazon

GHD has something of a cult following due to its reliability and unique features like single temperature setting (365 degrees Fahrenheit) and fun little chime to let you know it’s heated up. We tout it as a more affordable alternative to the popular GHD Chronos (7/10, WIRED Review) in our guide to the Best Hair Straighteners, and at $73 off, it’s about as good a deal as you’re going to find on a GHD. —Kat Merck

Image may contain: Computer Hardware, Electronics, Hardware, and Mouse

Photograph: Amazon

Waterpik

Cordless Advanced 2.0 Water Flosser

This cordless powerhouse is compact, waterproof (yes, you can use it in the shower), and charges fast in four hours. It offers three pressure settings, four tips, and a 360-degree rotating handle that gets into every nook of your mouth. The water reservoir runs for about 45 seconds per fill, just enough for a thorough clean. It also comes with a microfiber travel bag, tip case, water plug, and universal voltage. It’s ideal for neat freaks or frequent travelers. —Boutayna Chokrane

Philips Sonicare 4100 Toothbrush

Photograph: Philips

Philips

Philips Sonicare 4100 Electric Toothbrush

There are countless Philips Sonicare electric toothbrushes to choose from, but I keep coming back to the trusty 4100. Its gentle vibrations are easier on gums than the more aggressive oscillating brushes. You get a two-minute timer, two intensity settings, and a pressure sensor to protect your enamel. Battery life is excellent, lasting about two weeks per charge, and the built-in BrushSync tech lets you know when it’s time to replace the head. It’s simple, smart, and under $50. —Boutayna Chokrane

  • Image may contain: Brush, Device, Tool, Electrical Device, Microphone, Appliance, and Blow Dryer

    Courtesy of Revlon

  • Image may contain: Brush, Device, Tool, Appliance, Blow Dryer, Electrical Device, and Microphone

    Photograph: Nena Farrell

  • Image may contain: Clothing, Long Sleeve, Sleeve, Blouse, Adult, Person, Head, Face, Photography, Portrait, and Knitwear

    Photograph: Nena Farrell

Revlon

Revlon One-Step Volumizer Plus

We’ve loved the Revlon One-Step Volumizer Plus (8/10, WIRED Recommends) for a while. It dries and styles in one go, with its 2-inch oval barrel and four heat modes (including a cool setting). The detachable head makes it easy to pack or stash in a drawer, and the ceramic titanium tech reduces heat exposure by 50 percent. It’s a smarter (and safer) upgrade from the original version—which had recall issues overseas—and a cheaper alternative to Drybar tools. —Boutayna Chokrane

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#Weve #Spotted #Great #Prime #Day #Deals

#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

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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.
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 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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