Times' Video Push Aims to Capture Audiences Across Platforms

As of November 6th, 2025, The New York Times is making a significant effort to expand its video content and reach audiences across various platforms. The news outlet is no longer limiting its video strategy to its own platform, but is actively publishing videos on social media channels like Instagram, TikTok, and YouTube.

The Times' video director, Solana Pyne, explains that the goal is to "build the largest, the widest and most engaged audience" possible. To achieve this, the Times is producing video content not just for its core news coverage, but also for its cooking, sports, and culture verticals. These videos are then syndicated across multiple platforms, ensuring the Times' journalism is accessible to viewers wherever they consume content.

Notably, the Times' journalists are now more involved in the video production process, often reaching out to the video team before their written stories are published. This collaboration has helped the Times create video content that resonates with its audience, with some videos garnering millions of views on the Times' homepage and off-platform.

The result is a curated video feed in the Times' app that blends news, sports, cooking, and cultural content, all presented in a way that feels true to the Times' brand. As Jordan Vita, the Times' VP of product, says, the goal is to make the app "as satisfying for listening and watching as it is for reading."