Xfinity Bets on Vertical Reality as Short-Form Market Hits $11B
NBCUniversal’s Xfinity is launching a vertical reality competition series to capture Gen Z advertising spend in a short-form video market projected to reach $14 billion next year.
Xfinity has debuted "Best in Class," a seven-episode reality series formatted specifically for vertical platforms like Instagram and TikTok. The show tracks six college creators competing for a six-figure brand partnership, offering roughly five-minute episodes rather than traditional hour-long broadcasts. The second episode, premiering August 12, challenges contestants to produce sports hype reels before a surprise curveball changes the assignment.
The shift represents a strategic pivot by NBCUniversal to adapt established entertainment genres to mobile screens where younger demographics spend their time. Julie Scelzo, chief creative officer at Xfinity, noted the unproven nature of the experiment. “The idea of trying to do it in more bite-sized content, in a vertical format, is something that hasn’t been proven yet,” Scelzo said.
The move targets a rapidly expanding market. Global revenue for short-form video is projected to climb from $11 billion in 2025 to $14 billion in 2026. NBCUniversal is already capturing internal momentum, with short-form content viewed on its Peacock mobile app surging 257% year over year in 2025. This data point likely influenced the decision to commission the series.
Karen Kovacs, president of Advertising & Partnerships at NBCUniversal, said the series targets younger audiences who have built deep trust with digital creators. By utilizing college-aged contestants, Xfinity aims to integrate its telecommunications brand into an environment where traditional television advertising holds less sway. The concept originated from Xfinity’s agency, Carmichael Lynch, and was produced by NBCUniversal’s Rock Studios.
Early performance metrics show promising engagement. The debut episode generated 2.2 million views, 7,800 likes and 125 comments across social platforms. Subsequent episodes, hosted by 2026 TIME100 Creator Katie Feeney, will test whether audiences maintain interest in the abbreviated format. Contestants Marcus Quinn and Mackenzie Fullam won the second challenge.
Unlike traditional reality television, where unknown contestants become influencers, this model recruits existing creators to test their business acumen. The creator economy is becoming increasingly crowded, and Feeney noted the series exposes the usually hidden trial and error of content production. “You rarely get to see that side of the creative process on social media,” she said.
For NBCUniversal and Xfinity, the project is a calculated test of whether short-form reality can serve as a viable corporate branding vehicle. Scelzo noted the contestants are actively deciding whether content creation will be a side gig or a primary career. If successful, the vertical format could provide media companies with a new blueprint for monetizing the creator economy, mirroring the career boosts seen by past reality stars who secured major brand deals and Hollywood roles.
