Twitch Experiments with Vertical Video Streams to Compete with TikTok and Reels

Twitch, Amazon’s live streaming giant, has begun quietly testing vertical video streaming with a limited group of streamers following a prior announcement at TwitchCon. This move signals Twitch’s intent to align with the vertical content trend popularized by platforms like TikTok, Instagram Reels, and YouTube Shorts.

Entering the Vertical Video Arena

Insights from Appsensa, a market intelligence firm, confirmed that Twitch’s alpha tests for vertical videos are underway. Within a recent app build, references were discovered pointing not only to the existence of vertical video testing but also to new user experience features—such as a dedicated vertical theater mode and a toggle function for switching between classic and vertical video layouts.

These features position Twitch to compete directly with other platforms that have leveraged vertical video formats to drive engagement and content discovery, especially among younger audiences.

Limited Rollout and Feature Highlights

The tests are currently restricted to a select few streamers (exact participants remain undisclosed), and only scattered references appear in the app’s code according to Appsensa’s research. When users first encounter this feature, Twitch provides onboarding dialogs explaining that vertical video is in testing and can be toggled off to revert to the traditional layout at any time.

Additionally, Twitch appears to have built in requisite permissions for camera and microphone use—steps essential for mobile-based livestreaming.

Twitch’s Response and Expansion Plans

When asked for comment, Twitch referred to earlier public statements: the platform began limited tests with a handful of channels after announcing its strategy at TwitchCon in Rotterdam. Gradual expansion to more users is expected throughout the year, with additional experiments including dual-format streaming and increased resolutions (up to 2K) for select channels.

Deep Founder Analysis

Why it matters

Twitch’s measures signal a broader platform convergence around vertical, mobile-first video experiences. For founders, this marks an ongoing arms race among content platforms to capture user attention on smartphones, and reveals Twitch’s willingness to adjust its core product experience in response to shifting content consumption habits. For startups, following how established players experiment in UI/UX could highlight emerging mainstream expectations for content discovery and engagement.

Risks & opportunities

One immediate risk is that Twitch might alienate its core creator base, who are accustomed to landscape streaming formats, if the integration is handled poorly. Conversely, vertical video support opens fresh monetization paths, cross-platform compatibility, and discoverability for smaller creators—much as TikTok did for music and comedy. Historically, platforms that embraced trending formats early (e.g., Instagram copying Stories from Snapchat) have often reaped outsized gains.

Startup idea or application

This shift invites vertical-video-focused SaaS tools tailored for Twitch streamers—such as automatic cropping, real-time engagement overlays, or analytics optimized for portrait mode audiences. Another startup could tackle multi-platform live syndication, helping streamers broadcast seamlessly to both landscape (classic Twitch, YouTube) and vertical (Twitch vertical mode, TikTok, Reels) audiences.

Related Reading

Strategic coverage and further insights can be found in articles such as TikTok Empowers Songwriters With New Profile Features: What This Means for the Startup Ecosystem and Jack Dorsey Invests $10M in Nonprofit to Advance Open-Source Social Media. Both pieces dive into how platform innovation affects creators and app ecosystems.

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