SAG-AFTRA Enters the Verticals Arena: What This Means for Creators and Content

SAG-AFTRA is stepping into the world of verticals, a new wave in entertainment. On Monday, the union revealed plans for a special contract aimed at the rising trend of microdramas. This “Verticals Agreement” is designed for projects with budgets under $300,000, aligning with the quick, budget-conscious nature of these shows made for mobile screens.

SAG-AFTRA president Sean Astin described verticals as an “exciting new space.” He emphasized that this format is gaining traction, and the union is here to support performers in this shifting landscape. By creating a contract that meets the unique needs of vertical productions, SAG-AFTRA aims to strengthen its ties with producers as this industry grows.

Verticals are shot in portrait mode and usually feature serialized stories lasting between one to three minutes. Platforms like DramaBox and ReelShort are at the forefront, showcasing mostly romantic tales with dramatic twists—titles like Fake Dating My Rich Nemesis and Claimed By My Ex’s Alpha Brother are examples of the genre.

As traditional Hollywood options dwindle, many actors are finding opportunities in these microdramas. This change is important for those looking to gain on-camera experience in a tough job market. Duncan Crabtree-Ireland, SAG-AFTRA’s national executive director, noted that the new agreement addresses the realities of these projects, including their fast pace and budget limitations, all while ensuring actor protections remain intact.

Additionally, the growth of verticals hasn’t gone unnoticed by other unions. IATSE is looking into opportunities in this space, and the Writers Guild of America West recently updated its members about covering projects in this format.

Interestingly, traditional studios are also exploring vertical content. Last week, Fox Entertainment announced it is investing in Holywater, a company that uses AI in its production. Veteran media executive Lloyd Braun, known for his work with ABC and WME, has also launched the company MicroCo to delve into this area.

As this segment expands, it reflects a broader shift in the entertainment landscape. A recent survey indicated that 60% of younger audiences prefer short-form content, making verticals more relevant than ever. In a world where attention spans are shrinking, these bite-sized stories are meeting a demand.

With so much change happening, it will be fascinating to see how verticals evolve and what new trends will emerge in this dynamic industry.

For more insights on the growth of verticals in media, check out Hollywood Reporter for the latest updates.

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