Verticals Are Becoming TV — Part 1
I've been talking about vertical dramas for months. Now the data is undeniable.
Evan Shapiro — the guy who literally maps the entire media universe — just released what he calls "the most comprehensive measurement index for total global attention, ever." The Cross-Screen Attention Index.
The headline? Consumers watch 2-3 times more video on mobile than they do on TV. The center of global video gravity has officially shifted from the television to the phone. Not shifting. Shifted. Past tense.
YouTube is now the #1 channel on television in America. Bigger than all of Disney combined. Bigger than NBC, Paramount, and Fox put together. And by late 2026, it'll have a bigger share than all broadcast networks combined.
People are watching on the bus. In waiting rooms. In bed. On the toilet. (Yes, really — Gen Z ranks "on the toilet" as their #3 favorite place to watch video.) The behavior has changed. The infrastructure is being built. The audience is already there.
Whether you're writing or producing, this is your sign to stop waiting. The only question is whether you'll show up before the rush or after the algorithms are already crowded.
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Verticals Are Becoming TV — Part 1
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