I think it's because more and more people are opting to use phones to consume their media instead of traditional avenues like TV. Lying in bed, on the bus, in

I think it's because more and more people are opting to use phones to consume their media instead of traditional avenues like TV. Lying in bed, on the bus, in the classroom, etc - less time to sit down in the living room and watch youtube/movies on the TV - especially with the TikTok(/vine?) generation latching onto vertical video formats too. I think it's just a generational thing - I remember being amazed at how people are consuming vertical video now like it's anything else when 5-10 years ago people would give the cameraman grief for filming this "crazy moment!" in vertical format :P