Phone ergonomics, content categories, and cultural filmmaking habits all point to landscape. MeTubez is the first platform built for how India actually creates.
Every content platform decision reflects assumptions about user behaviour. The vertical-video wave assumed people shoot the way they scroll — one-handed, portrait, on-the-go. For Western snackable content, that assumption works. For India, it does not.
Three structural forces push Indian content toward horizontal shooting.
First, event-based filmmaking. Indian creators disproportionately shoot cricket matches, cooking tutorials, weddings, religious ceremonies, and dance performances. All five are inherently wide-frame activities. A one-handed portrait phone cannot capture a dance circle, a cricket shot, or a kitchen wide enough to show the stove and preparation surface simultaneously. These creators default to landscape — not because of trend, but because of the content.
Second, phone-grip ergonomics for extended shooting. A one-minute portrait video is manageable one-handed. A 20-minute cooking video is not. Serious creators shoot two-handed, landscape, often with the phone propped on a stable surface. Portrait phones become horizontal cameras the moment shooting duration crosses two minutes.
Third, cultural filmmaking memory. India consumes landscape content: Bollywood, cable TV, cricket broadcasts, satellite channels, cinema. The country’s visual filmmaking vocabulary is landscape. When Indian creators pick up a phone to make content, they recreate the frame they’ve grown up watching.
“The vertical-first platforms optimized for a user behaviour that doesn’t match India’s creation reality. We built MeTubez to match what Indian creators actually do,” said Raj Shah, Chief Business Officer of MeTubez and Director of Swytch Web3 Technologies Pvt Ltd.
MeTubez’s architecture reflects this insight end-to-end. The feed is horizontal 16:9. The upload flow prioritizes landscape content. The player preserves cinematic aspect ratios without cropping. The scroll remains vertical for consumption familiarity, but the frame respects what the creator shot.
Create content in the format you actually shoot. Download MeTubez on Google Play Store or Apple App Store today.
