Playing Video Podcasts Vertically on iPhone

So this might be old news to most people, but I ran across it today when I started up the most recent episode of Wine Library TV. I was able to view the video podcast while the iPhone was oriented vertically (and the video didn't play horizontally). Double tapping got it to all fit in on the screen (although tiny). Here's a picture because I'm not sure how well I'm explaining it:

For video podcast content I would much rather hold the phone vertically than horizontally. Feels much better in my hand.

Has this been possible for a while?