"It may seem like publishers are " pivoting to video " all over again, with news outlets like Time, CNN, The New York Times adding more vertical video to their sites and apps in the last few months. But it's different this time around. The big push into video production 10 years ago was centered on distribution to social media platforms, following Facebook's shift to prioritizing video content."
"In short: it's both an audience engagement and an ad revenue play. Publishers are competing with social platforms for attention and combating traffic losses from AI tools. Many people prefer to get their news from creators and social platforms. A fifth (21%) of adults in the U.S. and more than a third of those under 30 years old (37%) regularly get news from creators or influencers, according to a Pew Research Center study."
Publishers are adding vertical, short-form video feeds to their own sites and apps as a defensive strategy to recapture attention and ad revenue. The current push differs from a decade ago because distribution is focused on publisher-owned properties rather than social platforms. Audiences increasingly spend time in Tik-Tok-style feeds and many users prefer creators for news: 21% of U.S. adults and 37% of those under 30 regularly get news from creators or influencers. Adults under 35 who use social media are more likely to consume news from creators (48%) than mainstream media (41%). Some publishers expect video ad revenue to become a major growth driver by 2026.
Read at Digiday
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