For years, vertical video dominated social media, driven by smartphone use and the rise of mobile-first platforms. But today, we’re seeing a fundamental change: audiences are no longer just scrolling, they’re consuming media across multiple devices, in multiple formats, and demanding content that adapts to their preferences, not just their screens.

Why is 9:16 Declining?

The initial dominance of 9:16 was tied to smartphones becoming the primary device for media consumption. At first, we adapted TV-style widescreen content to mobile screens, rotating our phones when needed. But now? Phones are the default screen, and TVs are secondary. People don’t rotate their phones anymore, and 9:16 is feeling increasingly restrictive. The way people engage with content today is dictated by the rectangle in their hand—not the one on their wall.

Beyond that, we’ve seen a major shift in content consumption habits:

• Faster, multi-tasking consumption: People engage with media on the go, often splitting their attention between multiple screens.

• Long-form content resurgence: While short clips still dominate, more users are watching full-length videos, even on mobile.

• Interactive media growth: From gaming to AI-driven experiences, media is moving beyond passive consumption.

The Real Disruptor: AI & Multi-Modal Media

The death of 9:16 isn’t just about format fatigue—it’s about AI’s ability to make rigid formats obsolete. AI is reshaping how content is created, distributed, and experienced, rendering old format constraints irrelevant. As AI develops, it is enabling truly adaptive media—content that can automatically adjust to different screens, aspect ratios, and even user preferences. What this means is that audiences will no longer be bound by how content was originally shot or produced. Instead, they’ll experience media in a way that feels natural to their device and their mode of consumption.

AI now allows for:

• Real-time adaptive content: AI can auto-reformat videos into different aspect ratios based on where they’re being viewed.

• Multi-modal experiences: Media isn’t just video anymore—it’s text, audio, visuals, and interactive elements blended together.

• AI-driven language and accessibility advances: Netflix is already altering lip movements to match dubbed languages. Soon, we’ll see media dynamically adjusting itself to fit the audience.

Who’s Leading & Who’s Lagging?

Some companies are adapting well to this shift, while others are still trying to hold onto outdated formats. YouTube is ahead of the curve, introducing native support for multiple formats within a single platform. This allows creators to produce content once and have it dynamically adjusted to different viewing environments. On the other hand, OTT platforms (Netflix, Hulu, Peacock) are struggling. These platforms are still producing content optimized for 9:16 and assuming that audiences will adapt. The reality is that audiences are no longer willing to shift their consumption habits just to match how media was produced.

Meanwhile, brands and agencies need to rethink their strategies. The assumption that audiences will watch video in a specific format no longer holds. Content needs to be adaptive, moving beyond a single format-first approach to an experience-first approach. This means embracing AI-driven workflows that create dynamic content capable of shifting to fit different screens, contexts, and even user preferences.

• YouTube is ahead of the curve, introducing native support for multiple ratios and formats within a single platform.

• OTT platforms (Netflix, Hulu, Peacock) are struggling, still producing 9:16 content as if nothing’s changed.

• Brands & agencies must rethink strategy: It’s not about format-first anymore—it’s about experience-first content.

What’s Next? The New Content Playbook

The collapse of 9:16 is making way for new, flexible formats that better fit evolving media habits. We’re seeing the resurgence of 4:3, especially for platforms like TikTok, where content is being restructured to fit vertical screens without feeling artificially cropped. Additionally, AI-driven storytelling is redefining how content is created, distributed, and consumed. This shift allows for real-time content customization, meaning that videos, articles, and even podcasts can be tailored to fit a viewer’s preferences at any given moment.

• The return of 4:3? TikTok is testing vertical adaptations of full-length content, and we’re seeing increased interest in 4:3 and 1:1.

• The rise of AI-driven storytelling: Expect personalized, dynamic media that adjusts to users and devices automatically.

• Wearables & AR will change the game: As smart glasses and foldable screens gain traction, opacity and interactive overlays will become key.

The Biggest Unknown: Device Disruptors

The biggest wildcard isn’t just AI—it’s hardware innovation. AI-driven media consumption is only one part of the equation. The other is how people will consume that media as hardware continues to evolve. What happens when the smartphone is no longer the primary screen? What role will foldable screens, AR glasses, and other new display technologies play in shaping media consumption habits? And most importantly, which of these new technologies will actually take hold in the Western media landscape, where Apple’s ecosystem still dominates?

This is where device disruptors become the critical factor to watch. The technology that gains mainstream adoption will determine how media adapts. Right now, Western media markets are still iPhone-dominant, which has slowed the adoption of certain innovations like foldable phones. But as soon as a new display technology catches on, the entire ecosystem will shift overnight.

• What will replace the smartphone as the default screen?

• How will the Western media market (heavily reliant on iPhones) react to global hardware shifts?

What Companies Should Do Right Now

If you want to stay ahead, the simplest move is to repurpose high-performing content into multiple modalities. Start experimenting now, so when multi-modal content becomes the standard, you’re already ahead of the curve. Instead of creating separate content for video, audio, and text, companies should invest in AI-driven content workflows that automatically adjust for different formats and audience preferences. Those who wait will be forced to play catch-up in a media landscape that is moving faster than ever.

Want the full breakdown of how AI and multi-modal content will shape the next era of media? Download the full report here.