The Media Industry’s Second Pivot to Video
Publishers are adapting to vertical video while platforms push toward long-form streaming content.
1The Second Video Wave
A decade after the initial failed pivot-to-video, media outlets are once again restructuring operations to prioritize video content. This second wave is driven by the dominance of short-form platforms like TikTok. Unlike the previous era, publishers are now integrating vertical video into their websites, apps, and daily reporting workflows to reach younger audiences.
2Learning From Past Failures
The mid-2010s pivot-to-video resulted in significant layoffs and instability for many newsrooms. Publishers previously relied on inflated video metrics from Facebook, which ultimately failed to generate sustainable revenue. Today, news organizations remain cautious, balancing the necessity of social media presence with the harsh reality that viral views do not always translate into subscriptions.
3Changing Audience Consumption Habits
Data indicates that 20 percent of Americans now regularly consume news via TikTok, with that figure rising to 39 percent among those aged 18 to 29. YouTube has also become a dominant force, capturing nearly 16 percent of total TV viewing time. Audiences increasingly prefer personality-driven, unfiltered content over traditional, highly polished news segments.
4Adapting Traditional News Formats
Major outlets are experimenting with new formats to maintain relevance. The New York Times launched 'The Call,' a vertical series designed to feel like an intimate video update. Meanwhile, CNN has partnered with Jubilee to adopt debate-style video formats, and The Washington Post has utilized creator networks to produce content independent of traditional newsroom structures.
5The Rise of The Clippening
Media institutions are now reformatting all types of content, including podcasts and major investigative reports, into bite-sized vertical clips. This phenomenon, dubbed 'the clippening,' ensures that journalism remains legible within social media feeds. While this strategy captures attention, it creates ongoing challenges regarding how to effectively monetize these fragmented, platform-dependent digital interactions.
6The Challenge of Monetization
Current social media metrics primarily track when a post is served, regardless of whether the viewer watches the entire clip. This makes it difficult for publishers to measure genuine engagement or convert viewers into paying subscribers. Journalists face the constant pressure to prove that their social media presence provides tangible value to their parent organizations.
7Platforms Pushing Long-Form Content
Just as publishers master short-form video, social platforms are shifting their focus toward long-form, high-production entertainment. YouTube is actively pitching exclusive shows to creators, while Instagram is testing 90-minute horizontal video uploads. These platforms aim to transition from mobile-first social hubs into primary destinations for television-style viewing experiences, further complicating the publisher landscape.
8Strategic Shifts in Programming
Forward-thinking news organizations are already preparing for this long-form transition. The BBC, for instance, signed a deal with YouTube in early 2026 to create exclusive programming and launched a 24/7 livestream. These efforts reflect a broader industry attempt to capture younger demographics who are increasingly bypassing traditional television for digital streaming platforms.
9Future Industry Outlook
The media industry remains in a complex, often strained relationship with tech platforms that dictate content priorities. As the demand shifts toward higher-quality, longer-form video, publishers face the prospect of increased production costs and higher barriers to entry. Success will depend on whether outlets can maintain their editorial identity while navigating these evolving platform requirements.
Original article: The Verge (theverge.com) — The Media Industry’s Second Pivot to Video