YouGov Behavioral: The Rise of Vertical Shorts (September 2025)

YouGov Behavioral - The Rise of Vertical Shorts (September 2025)

Leveraging YouGov Behavioral’s insights into online search & social, this report explores the most popular vertical shorts and platforms, as well as drivers of appeal and ongoing engagement. The report also examines viewership needstates and how vertical short platforms engineer compulsion.

Key Findings Include:

• ReelShort and DramaBox reign as the most popular vertical short platforms by online demand within the US in 2025.
• Top 5 Vertical Shorts in 2025 by Online Demand: Claimed by the Alpha I Hate, The Divorced Billionaire Heiress, Surrender to My Professor, Maid for My Nemesis, Fated to the Alpha
• Main Drivers of Appeal Include: Attractive Talent | Emotional Intensity | Popular Romance Tropes | Fast-Paced | Outrageous and “cringe” plotlines | High volume of plot twists | Consistent Micro Cliffhangers | Operates outside of the bounds of political correctness | Romanticizes red flags | Fantastical and Supernatural World-Building
• Viewership Needstates detected include: Escapism, Mood-Boost, Mild Thrill-Seeking, Emotional Catharsis
• Online conversation reveal that the addictive quality of vertical shorts is driven by a powerful combination of psychological manipulation, narrative structure, and platform design.
• Long-form social media ads function as the primary discovery channel by successfully intercepting users’ scrolling time, creating an immediate emotional investment that drives them to seek out the full series.