Twitch, the Amazon-owned livestreaming service, is testing vertical video streams with a select group of creators as part of its strategy to compete with established platforms like TikTok, Instagram Reels, and YouTube Shorts. The initial alpha tests, announced earlier at TwitchCon Rotterdam, are now live, according to findings from market intelligence provider AppSensa.

The firm discovered references to vertical video tests in a recent app build, identifying a vertical theater mode with dedicated user interface elements and a toggle between Twitch’s classic and new vertical formats. When encountering the feature, users see educational dialogs stating “vertical video is here” and reminding them they can switch to classic view at any time.

The vertical video initiative is part of Twitch’s broader mobile-focused strategy, unveiled at its tenth anniversary TwitchCon. The platform is introducing dual-format options, allowing streamers to broadcast simultaneously in both horizontal and vertical formats, alongside 2K streaming capabilities for Partners and Affiliates.

According to Stream Hatchet data, while Twitch maintains market leadership with a 58.9% share of all live streaming hours watched in Q1 2025, the platform experienced a 6.9% decline in viewership compared to Q1 2024. Alternative platforms are driving sector growth, with YouTube Gaming seeing a 25% year-over-year increase.

Vertical Format and Gen Z Content Consumption

The move toward vertical video aligns with current consumption patterns among younger viewers. The “Gen Z Culture Decoded” report by Toluna reveals that 81% of Gen Z video viewers watch videos in vertical or portrait format on a weekly basis, matching the percentage who use paid streaming services like Netflix.

TikTok leads as the primary platform for vertical consumption at 64%, followed by Instagram Reels/Stories (55%) and YouTube Shorts (54%). The study indicates that adding short-form features to streaming services would increase weekly usage for 79% of Gen Z respondents.

Major Platforms Expand Vertical Video Capabilities

Twitch’s testing comes as competitors enhance their vertical video offerings. Instagram recently increased the maximum length of Reels to three minutes and introduced vertical profile grids to better showcase vertical content. X and Bluesky have launched dedicated vertical video feeds, while Meta released “Edits,” a standalone video editing app.

In parallel with its vertical video tests, Amazon Ads launched Twitch Creator Sponsorships, providing brands with templated approaches to scale campaigns across multiple streamers. The tools include channel skins, streamer readouts, sponsored subscriptions, and follower promotions, facilitating brand collaborations in as little as two weeks.