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News outlets and content creators are undergoing a major shift toward video content as digital platforms increasingly prioritize video over traditional text formats. Spurred by the rise of TikTok, YouTube, and Meta, newsrooms are adapting to short-form vertical feeds while facing new pressures to expand into long-form streaming video.
From Failed Past Experiments to a New Video Landscape
About ten years ago, media companies poured significant resources into social video after digital platforms like Facebook promised massive audience growth and new revenue streams. However, after it became clear that metrics had been overstated, outlets slashed writing and video staff alike, making the initial pivot to video a cautionary story for the industry.
Despite that history, video consumption has surged across social networks. Pew Research statistics show that 20 percent of adults in the United States routinely obtain news from TikTok, a figure that jumps to 39 percent among individuals aged 18 to 29. Meanwhile, Nielsen data indicates that YouTube accounts for nearly 16 percent of total television viewing time.
The low barrier to entry has allowed independent creators using smartphones to compete directly with traditional outlets. Audiences frequently express a preference for direct, unscripted dispatches from creators they trust over formal news broadcasts.
How Newsrooms Are Adapting to Vertical Feeds
To keep pace, traditional news organizations are retooling their content strategies to fit vertical formats. CNN recently collaborated with the popular channel Jubilee on a debate-style town hall featuring Texas Senate candidate James Talarico, while The New York Times launched “The Call,” a vertical video series where hosts interview reporters in the field to create an intimate atmosphere.
Publishers are also launching creator initiatives to engage younger audiences. The Washington Post created a creator network to collaborate with online influencers, and a joint initiative supported by Poynter and Microsoft connects content creators directly with local newsrooms. Additionally, media outlets regularly reformat existing podcasts, television shows, and text reporting into short social media clips—a trend described by The Verge reporter Mia Sato as “the clippening.”
However, converting social media engagement into sustainable revenue remains a hurdle. While platforms measure “views” based on appearances in a user’s feed, high view counts do not automatically translate into paid website subscriptions or long-term financial stability.
Platforms Shift Focus Toward Long-Form and Television Viewing
Even as publishers adjust to short vertical clips, tech platforms are shifting strategies toward longer, higher-production video tailored for connected televisions. Instagram has begun testing 90-minute horizontal video uploads under its “Features” initiative, while X has introduced invite-only programs that pay creators thousands of dollars to post regular videos.
Traditional broadcasters are already preparing for this shift. The BBC reached an agreement with YouTube to develop exclusive original programming scheduled for early 2026, alongside plans to launch a continuous 24-hour YouTube livestream targeted at younger viewers.
