Why It Matters
The move shows a legacy broadcaster pivoting to short‑form, vertical content to capture Gen Z audiences and new advertising revenue streams.
Key Takeaways
- •Viral Pocket targets vertical micro‑drama for Gen Z.
- •Builds on 2.6 billion views from “We are Coy Every Day”.
- •Offers end‑to‑end vertical production and KPI‑driven marketing.
- •Aims to nurture emerging creators and new content formats.
- •Signals traditional media’s shift toward platform‑native storytelling.
Pulse Analysis
The rapid rise of vertical video on platforms like TikTok and Instagram has forced traditional broadcasters to rethink distribution models. While legacy TV still dominates linear viewing, younger audiences now consume content in portrait orientation, often in bite‑sized episodes. Nippon TV’s creation of Viral Pocket reflects an industry‑wide acknowledgment that vertical formats are not a fad but a permanent shift in consumption habits, prompting networks to invest in dedicated teams that understand platform algorithms and audience psychology.
Viral Pocket’s strategy hinges on three pillars: original IP creation, vertical‑first production, and data‑driven marketing. By leveraging the massive organic reach of its micro‑drama "We are Coy Every Day"—which amassed 2.6 billion views—the division demonstrates the scalability of short‑form narratives. The emphasis on end‑to‑end vertical production ensures that stories are optimized for mobile screens from concept to post‑production, while KPI‑focused storytelling aligns content performance with advertiser expectations, turning engagement metrics into measurable revenue.
For the broader media landscape, this initiative signals a convergence of broadcast quality and social‑media agility. Brands seeking authentic connections with Gen Z will likely gravitate toward vertically formatted series that blend entertainment with subtle calls to action. As more creators emerge within this ecosystem, we can expect a surge in cross‑platform IP that can be repurposed for traditional TV, streaming services, and emerging metaverse experiences, reshaping the economics of content creation and distribution.
Nippon TV Opens Vertical Video Division
Nippon TV Launches Vertical Video Division “Viral Pocket” to Focus on Micro‑Drama Production and Gen Z Storytelling
Nippon TV has launched a vertical video division, Viral Pocket, to focus on micro‑drama production and Gen Z storytelling.
Viral Pocket will focus on three key pillars: content IP development, creating original, platform‑native stories; 360‑degree production and project design, with end‑to‑end execution tailored for vertical formats; and marketing support, with KPI‑driven storytelling to spark empathy and action.
The establishment of Viral Pocket builds on the success of Nippon TV’s micro‑drama portfolio. Its short‑form drama We are Coy Every Day has achieved over 2.6 billion organic views since its launch in March 2023. Additionally, its short‑form drama Chokotto Paa‑chii averages more than 1 million views on TikTok.
“The momentum behind content born on social platforms has become extraordinary, continually giving rise to new cultural movements and trends,” said Hirofumi Tanaka, president of content strategy at Nippon TV. “At Nippon TV, we are committed to expanding IP‑driven content and deepening our connection with audiences around the world, with the goal of cultivating an even broader fan base. Through Viral Pocket, we will further invest in developing emerging creators and new content formats, accelerating the creation of fresh culture and next‑generation trends.”
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