Media Industry Faces Second Pivot-to-Video Wave
Publishers struggle to balance vertical video demands with emerging long-form platform requirements.
1The Second Video Wave
The media industry is undergoing a second pivot-to-video, following a failed attempt in the mid-2010s. While the first wave focused on Facebook distribution, the current shift is driven by TikTok’s dominance. Publishers are now racing to adapt their reporting into vertical video formats to capture younger, mobile-first audiences effectively.
2Learning From Past Failures
The previous pivot-to-video caused significant industry instability, including layoffs and reliance on inflated platform metrics. Many newsrooms are now more cautious, having learned that virality does not automatically equate to sustainable revenue. The industry remains wary of repeating past mistakes while trying to maintain relevance in a video-centric landscape.
3Shifting Audience Consumption Habits
Data indicates that 20 percent of Americans now get their news from TikTok, rising to 39 percent for those aged 18 to 29. YouTube has also become a major player, commanding nearly 16 percent of total TV viewing time. Audiences increasingly prefer personality-driven, unfiltered content over traditional, highly polished news reports.
4Adapting Newsroom Production Styles
News outlets are experimenting with new formats to bridge the gap between traditional journalism and social video. The New York Times launched 'The Call,' a vertical series focusing on intimacy, while CNN has partnered with Jubilee for debate-style content. These efforts aim to create a more personal connection with digital viewers.
5The Rise of Creator Networks
Publishers are increasingly collaborating with independent influencers to reach audiences outside their traditional channels. The Washington Post previously pioneered this with dedicated TikTok efforts, and new programs supported by Poynter and Microsoft now pair creators with newsrooms. This strategy helps outlets produce content specifically tailored for the social media environment.
6The Clippening Phenomenon
Media organizations are reformatting existing work, such as podcasts and investigative articles, into bite-sized vertical clips. This trend, dubbed 'the clippening,' ensures content is legible in social feeds. However, this creates a challenge regarding monetization, as high view counts on platforms do not necessarily drive subscriptions or website traffic.
7Platform Evolution Toward Long-form
Social platforms are now pushing for higher production quality and longer video formats to compete with traditional television. Instagram is testing 90-minute horizontal video uploads, while YouTube is actively seeking exclusive, long-form shows. This shift forces publishers to reconsider their resource allocation as platforms demand more complex, resource-intensive video content.
8Strategic Partnerships With Platforms
Major outlets are securing direct deals with tech giants to reach younger demographics. The BBC recently announced a 24/7 YouTube livestream, signaling a move toward platform-specific programming. These partnerships reflect a broader necessity for news organizations to be present where audiences spend their time, despite the inherent risks of platform dependency.
9Future Industry Outlook
The media industry faces a complex future where short-form and long-form video coexist. As tech companies dictate content priorities, publishers must balance platform demands with their core journalistic mission. Success will likely depend on building genuine trust with audiences rather than simply chasing fleeting metrics in an ever-changing digital ecosystem.
Original article: The Verge — Media Industry Faces Second Pivot-to-Video Wave