Traditional streaming platforms are overhauling their mobile apps with short-form video features as they seek to challenge the dominance of social platforms such as YouTube and Instagram, according to new research from veed analytics.
The July 2026 edition of the company’s veed beat report finds that streamers are increasingly bringing clips, shorts and other vertical video formats to the forefront of their mobile experiences, often promoting them to the main navigation of their apps. The move reflects growing recognition that mobile has become a key battleground for audience engagement, where social media platforms have established user habits through algorithm-driven short-form video.
According to veed analytics, the market is converging around short-form content but with considerable variation in implementation. Services use a range of labels including “Clips”, “Shorts”, “Stories” and “Verts”, while access methods and content strategies differ widely. Many platforms now provide permanent access to these features via the main navigation, with functionality extending beyond viewing to sharing, saving or linking users to full-length programmes.
The report suggests that mobile is evolving from a companion platform into a strategic product category in its own right. While some services focus on sports highlights or news, others are experimenting with entertainment, drama and original vertical-first content in an effort to attract younger audiences accustomed to social video experiences.
The study argues that mobile’s future role remains uncertain. It could encourage viewers to watch more content on connected TVs, cannibalise big-screen viewing or create incremental engagement without materially affecting television consumption. At the same time, social platforms continue to expand beyond smartphones. YouTube has already established a strong television presence, while Meta has begun making Instagram available on selected TV operating systems. According to the report, these companies also benefit from richer recommendation data generated by high-frequency short-form viewing.
“Mobile video consumption is increasingly defined by social platforms, and streamers are responding by rethinking their mobile experiences,” said Dr Bernd Riefler, Founder & CEO of veed analytics. “We are curious to see how this space evolves and what the ultimate purpose of mobile will be: ‘just’ a companion and feeder for the big screen or an additive stand-alone proposition.”
Source: broadbandtvnews.com
