In this episode of Inside Content, I sat down with Lior Friedman, Co-Founder and Head of Business Development at RoseBerry Media, to discuss the growth of vertical TV and how changing mobile viewing habits are opening up new opportunities for content owners.
RoseBerry’s app, Epis, is built around the idea that mobile can become a genuine entertainment destination rather than simply a discovery platform. Alongside original productions, the company is working with established rights holders to adapt existing TV libraries for vertical viewing, using changes to pace, music, graphics and episode structure to make content more suited to mobile audiences.
One of the most interesting examples is RoseBerry’s work on Sexy Beasts with All3Media. Data showed that viewers were particularly engaged by the reveal moment, helping the team adjust the viewing experience and improve conversion and completion. Lior also pointed to upcoming work with Fremantle on Neighbours, showing how established IP can be reworked for a new format and potentially reach audiences who may never have encountered the original series.
We also discussed the role of AI in helping RoseBerry adapt, localise and test content more quickly, while keeping human creatives involved throughout the process. Looking ahead, Lior expects vertical video to move beyond microdrama, with more premium IP, brands and new distribution players entering the space.
Key topics covered:
· RoseBerry Media’s approach to vertical TV
· Epis and the shift towards sustained mobile viewing
· Repurposing library content for vertical audiences
· Using first-party data to shape content decisions
· Sexy Beasts and Neighbours as vertical case studies
· AI-assisted reformatting and localisation
· The future of premium content in vertical video
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