Media’s pivot to video 2.0 shows no signs of slowing down

The media industry is currently navigating a second pivot to video, driven by the undeniable dominance of social platforms and shifting consumer habits. This movement marks a significant departure from the initial wave of digital video adoption in the mid-2010s, which ultimately failed to deliver sustainable revenue or stability for many news organizations. Today, the imperative to produce video content is no longer optional; it is an existential requirement for reaching audiences who increasingly consume information through short-form, personality-driven clips on TikTok, Instagram Reels, and YouTube Shorts.

The Legacy of Pivot 1.0

Nearly a decade ago, newsrooms aggressively invested in social media video strategies, hoping to capture larger audiences and new revenue streams. Publications hired dedicated teams and relied heavily on platforms like Facebook for distribution. However, this initial strategy unraveled when it became apparent that Facebook had inflated view counts. When the metrics proved unreliable and monetization lagged behind production costs, news outlets faced layoffs and instability rather than growth. For many journalists, the first video pivot remains synonymous with job insecurity and wasted resources.

That experience has made some publishers cautious about jumping into current trends, yet the pressure to adapt is intensifying. Social media algorithms now prioritize video content, a shift accelerated by TikTok’s pandemic-era explosion. While traditional news outlets have been slower to adopt vertical video formats on their own websites and apps, the audience demand is clear. Nielsen data indicates that YouTube commands nearly 16 percent of TV viewing time, while Pew Research reports that 20 percent of Americans regularly get news from TikTok. Among 18-to-29-year-olds, that figure rises to 39 percent.

The barrier to entry for video creation has plummeted. Unlike the polished, high-cost productions of the past, modern social video favors casual, smartphone-shot content. Viewers trust personalities over institutions, often preferring direct, unfiltered dispatches from creators they follow. This cultural shift means that even if individual reporters are not writing the news, their on-camera presence can drive significant engagement. The media industry is now scrambling to replicate this intimacy at scale.

Adapting to the Vertical Era

Video is now an expected component of online presence across all sectors, including professional networks like LinkedIn. Meta’s recent performance highlights the insatiable appetite for this format, with watch time for Facebook Reels hitting record highs in the third quarter. Early tests suggest Meta may soon launch users directly into full-screen video feeds on Instagram and Facebook, further cementing video as the primary mode of consumption.

Some news organizations have successfully navigated this landscape. The Washington Post achieved notable traction on TikTok before many competitors established a presence there. Dave Jorgenson, who led the paper’s social video efforts, departed last year to join Local News International, illustrating how individual creators can build trust independent of their parent institution.

Traditional outlets are also experimenting with formats popularized by the vertical video era. CNN partnered with Jubilee, a channel known for debate-style videos, to host a town hall with Texas Senate candidate James Talarico in that distinctive style. The New York Times launched “The Call,” a vertical series designed to create intimacy by simulating video calls between hosts and field reporters. This approach contrasts sharply with the network’s previous polished documentary style, aiming instead for a friendlier, more immediate connection.

Collaborations with external creators are becoming standard practice. The Washington Post has developed creator networks to partner with influencers for independent content. Additionally, a program supported by Poynter and Microsoft pairs content creators with news outlets to tailor material specifically for social media feeds. This trend extends to repurposing existing assets: podcasts are being edited into bite-sized vertical clips, and major investigations are adapted for mobile viewing. Earlier this year, this phenomenon was termed “the clippening”,the reformatting of all media to be legible in vertical feeds, regardless of its original format.

The Monetization Challenge

Despite the widespread adoption of video, the economic model remains fraught with uncertainty. The first video pivot was built on the flawed assumption that high view counts would naturally translate into revenue. In reality, virality does not guarantee financial sustainability. Social media platforms have standardized the definition of a “view” to mean any instance where a post appears on a feed, regardless of whether the user watched it fully. This metric fails to indicate genuine engagement or loyalty.

Journalists and publishers struggle to measure the true impact of these efforts. It is difficult to determine how many viewers of a podcast clip actually listen to the full episode, or how many TikTok viewers convert into subscribers for the news outlet. As one observer noted, “You can’t eat views.”

The strategic goal remains reaching audiences where they spend their time. Millions of people discuss news topics online, creating opportunities for journalists to build trust and participate in the conversation. However, if news organizations do not fill this space, independent creators will likely take over, potentially distorting the narrative or prioritizing engagement over accuracy.

The Shift Toward Long-Form Video

While short-form video dominates current attention spans, platforms are beginning to push for longer, higher-production content. Tech companies recognize that while users watch videos on phones, they prefer watching television on larger screens. This dual strategy aims to capture attention across multiple devices.

YouTube recently pitched exclusive shows to creators and advertisers, leveraging its dominance in streaming to attract premium content. Instagram is following suit with its “Features” initiative, allowing 90-minute horizontal video uploads and signaling an intent to compete in television-style viewing. Creators remain skeptical about the returns for such resource-intensive content, but news outlets are already preparing. The BBC struck a deal with YouTube in early 2026 to create platform-specific programming and announced a 24/7 livestream to engage younger demographics.

This evolution suggests a future where news publishers must balance low-barrier selfie videos with high-production horizontal content. The relationship between media and tech platforms remains complex. Platforms dictate content priorities, forcing publishers to adapt quickly to maintain visibility. Just as journalists adjust to the demands of vertical video, they may soon face the challenge of producing long-form, high-quality entertainment that competes with traditional television.

Instagram is already integrating horizontal videos into discovery feeds, mixing them with photos and Reels. Even text-focused platforms like X are incentivizing video creation through bonus programs that pay creators for posting regular vertical clips. Meanwhile, the New York Times is deliberately expanding video content from non-news verticals like Cooking, recognizing the value of visual storytelling across all departments.

As platforms experiment with long-form content, questions persist about the benefits for creators and news outlets. Short-form audiences have been described as providing “rented attention,” whereas longer formats might foster deeper, more durable relationships. These longer pieces could pressure creators to deliver higher-quality, more substantive material that is harder to fabricate than quick hits. Ultimately, the dynamic between publishers and platforms will continue to evolve, requiring constant adaptation to survive in an algorithm-driven landscape.