India's booming micro-drama industry is giving rise to a new category of performers calling themselves "vertical actors", as short-form storytelling platforms emerge as an alternative to television and streaming services.

Actors, producers, and app founders told ET that emotionally charged performances, stronger roles, rapid audience recognition, and the ability to build dedicated fan bases are drawing talent to the format.

Established vertical actors typically work on at least three series a month, earning Rs 1-3.5 lakh per project, giving financial security in addition to the recognition, according to producers.

Industry executives expect the trend to create bona fide "vertical stars" whose fame is built largely through micro-dramas consumed on mobile phones in portrait mode.

One of the key aspects that differentiates a vertical actor from performers in other storytelling formats is the pace, according to micro-drama directors and actors.

“Vertical actors are defined by their ability to work at a fast pace,” said Samay Bhattacharya, a director who has helmed four micro-drama series. “They have to understand characters quickly and deliver spontaneous performances under tight production schedules.”

Typically, a micro-drama series comprising 50 episodes—each less than two minutes long—is shot at a brisk pace in fewer than 10 days.

“I compare acting across different forms of storytelling to driving,” said actor Karanvir Bohra, a major draw in the Indian micro-drama space. “Films are first gear, while television and web series are second and third gear. Then comes content creation in fourth gear. Finally, vertical acting or storytelling is the highest gear. It demands the best performance and impact in the shortest possible time.”

Vertical actors said the format has provided them with much-needed recognition despite spending decades in the industry.

“The use of close-ups, melodramatic performances, strong cliffhangers, diverse plots and relatively better roles than television in vertical content has brought significant recognition to actors like me,” said actor Piyush Sahdev. “Despite working for more than 25 years across mediums, today I am easily recognized for my micro-drama series The Secret Khiladi.”

“Micro-dramas are reviving the careers of many actors. The careers of actors such as Ashmit Patel, Omkar Kapoor and Kunal Kapoor have been revitalized,” said Vicky Bahri, producer and founder & CEO of KLIP, a micro-drama app. “In the future, I foresee bona fide ‘vertical stars’ known for their micro-drama work, given the high viewership numbers.”

Vertical actors also view micro-dramas as a way to build an audience base for their work in longer storytelling formats.

“Micro-drama content reaches pan-India audiences,” said actor Rajniesh Duggal, known for his debut film 1920. “By working as a vertical actor, I am building my own audience base. This very audience will come to watch my films in theatres. This is one of my chief motivations."

Dangerous Ishq fame actor Rajniesh Duggal, last seen in a web series alongside Randeep Hooda, has been busy with shoots. After Dangerous Ishq, Rajniesh started taking on new genres to avoid getting pigeonholed. He calls his journey a roller coaster ride of experiences, from modelling to venturing into films in 2008 and television.

He says, “I have learnt to never procrastinate. If I like something, let’s do it. Instead of doing one film a year, I’d rather enjoy playing different parts in television shows, OTT and movies. I still feel like I have so much more to give to the industry. Right now, I want to try different kinds of projects. I won’t say showbiz hasn’t given me a fair chance. Maybe it was my laziness, or perhaps, I was not there at the right place at the right time.”

Talking about being typecast and being offered roles that required bold scenes (similar to the one in the song Mohabbat Barsa Dena), the actor says, “Yes, I started getting similar offers. It took me three to four years to get out of that phase, where I kept declining the offers to avoid being stereotyped. I’ve finally made the decision to not be categorized in that way now. If I were single, or my thought process was different, then I would have probably said yes to them. However, my priority is to balance my family and work life.”

Rajniesh further adds, “I am not against doing intimate scenes. If there is a need for it, I am open to it.”