The vertical video takeover is here

<figure> <img alt="" data-caption="" data-portal-copyright="Getty Images" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/2026/07/gettyimages-2284214134.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" /> <figcaption> </figcaption> </figure> <p class="wp-block-paragraph"><em>This is </em><a href="https://www.theverge.com/the-stepback-newsletter">The Stepback</a><em>, a weekly newsletter breaking down one essential story from the tech world. For more on all things vertical video, follow </em><a href="https://www.theverge.com/authors/david-pierce"><em>David Pierce</em></a>. The Stepback<em> arrives in our subscribers' inboxes on Sunday at 8AM ET. Opt in for </em>The Stepback<em> <a href="https://www.theverge.com/newsletters">here</a>.</em></p> <h2 class="wp-block-heading">How it started</h2> <p class="wp-block-paragraph">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.</p> <p class="wp-block-paragraph">All these apps did have one important …</p> <p><a href="https://www.theverge.com/column/970756/vertical-video-tiktok-youtube-instagram-streaming-facebook">Read the full story at The Verge.</a></p>