Digiday+ Research: Publishers' growing focus on video doesn't translate to social platforms

"Big names in the publisher world are investing in vertical video: Time, CNN, The New York Times. Meanwhile, a Pew Research Center study found that 21% of adults in the U.S. and 37% of those under 30 regularly get their news from creators or influencers. Logically, this trail would lead down the path of social media. After all, publishers' movements involving vertical video reflect the shift of audiences to TikTok-style feeds where creators are increasingly the ones delivering news and information."

"But the reality is that publishers' recent investments in vertical video are focused on their own sites and apps. And, while a Digiday+ Research survey of 50 publisher professionals conducted in the third quarter found that video-focused social media platforms account for four of the top five platforms publishers currently use, the survey also found that publishers' use two out of four of those platforms has fallen over the last year."

"Digiday's survey found that Instagram is the top-used social media platform among publishers, with 90% of publisher pros saying in Q3 that their titles had posted content on Instagram in the previous month. Facebook followed, with 82% of publishers saying they use the platform, followed by YouTube at 78%, X at 66% and TikTok at 58%. Instagram and YouTube both saw an increase in publisher use over the last year."

Big publishers such as Time, CNN and The New York Times are investing in vertical video formats. A Pew Research Center study found 21% of U.S. adults and 37% of those under 30 regularly get news from creators or influencers. Despite audience migration to TikTok-style feeds, publisher vertical-video investments are focused on their own sites and apps. A Digiday+ Research survey of 50 publisher professionals found video-focused social platforms account for four of the top five platforms used, but usage of two of those platforms declined over the last year. Instagram and YouTube saw increased publisher use; Facebook and TikTok usage have fallen.

Read at Digiday