New York Times Video Strategy Expands with Curated Watch Tab and Multi-Platform Push

The New York Times is aggressively expanding its video journalism. The company is launching a new “Watch” tab inside its main app. This move signals a major strategic shift for the iconic news organization.

This initiative aims to make the Times a primary destination for video news. The strategy focuses on creating content that works both on its own platform and across social media.

A Destination for Diverse Video Journalism

The new Watch tab features a feed of vertical video stories. These are editorially curated, not algorithmically driven. The feed pulls content from all Times departments.

This includes news, cooking, The Athletic, and Wirecutter. According to Reuters, this integrated approach is key to attracting a wider, more engaged audience. The goal is to make the app as satisfying for watching as it is for reading.

Reaching Audiences Where They Are

A core part of the strategy is multi-platform distribution. Videos are designed to live on the Times’ own platform and syndicated elsewhere. This includes Instagram, TikTok, and YouTube.

Solana Pyne, video director at The New York Times, emphasized this dual approach. She stated the goal is to reach people where they already consume content. This acknowledges the changing ways people get their news.

The company does not create video that thrives on only one platform. Every piece is intended to be worthy of the Times’ own homepage. This ensures quality and brand consistency across all channels.

Newsroom Embraces Video Integration

Journalists at the Times are actively participating in this video push. Reporters are now proactively reaching out to the video team. Collaboration often begins before a text story is published.

This enthusiasm is reinforced by seeing videos get millions of views. Video offers a way to reach audiences who might not engage with traditional articles. The Associated Press has noted similar trends across the media industry.

The result is a curated feed that embodies the Times’ journalistic standards. It mixes hard news with cultural takes, sports, and lifestyle content. This variety aims to keep users engaged within the Times’ ecosystem.

The New York Times video strategy represents a fundamental adaptation to modern media consumption, positioning the venerable publisher as a versatile and accessible source for a new generation.

Info at your fingertips

What is the main goal of the New York Times video strategy?

The primary goal is to build a larger and more engaged audience. Video is seen as a crucial tool for achieving this. The strategy aims to meet audience demand for news in multiple formats.

Where will these new videos be available?

Videos will live on the New York Times app’s new Watch tab. They will also be distributed on social platforms like YouTube, Instagram, and TikTok. This multi-platform approach ensures wide reach.

How is the new Watch tab different from TikTok?

The Watch tab is curated by editors, not driven by an algorithm. It features journalism from across the Times’ many coverage areas. It is designed to be a predictable, high-quality destination.

How are Times journalists reacting to the video push?

Journalists are increasingly proactive about collaborating on video. They recognize the changing ways people consume information. Seeing high viewership numbers has reinforced their enthusiasm for the format.

What kind of content is in the Watch tab?

The tab includes news, sports highlights, cooking tips, and cultural commentary. It pulls from The Athletic, Wirecutter, and the core newsroom. This creates a diverse mix of video journalism.

Trusted Sources: Reuters, The Associated Press