The New York Times Bets on Immersive Video with “Watch”
The New York Times is expanding its video strategy with the launch of “Watch,” a new tab within its flagship News app designed to deliver short-form, vertically-oriented video content.This move signals a significant investment in immersive formats and a deliberate effort to control content distribution, moving away from reliance on third-party platforms like TikTok and YouTube Shorts.
“Watch” isn’t simply replicating the tiktok experience. Instead, it’s envisioned as a content revelation engine, leveraging previews of longer-form content – stories, podcasts, and full-length videos – already available within the NYT ecosystem. Users can click directly from these vertical video snippets to access the original, in-depth reporting. This recirculation strategy aims to boost engagement and expose users to the breadth of the Times’ journalism.
The feed will be curated by human editors, a key differentiator from algorithm-driven platforms. This editorial approach reflects The Times’ commitment to journalistic judgment and a desire to broaden user exposure beyond personalized recommendations. The content will span investigations, visual essays, cultural commentary, and lifestyle coverage, showcasing the full range of the publication’s reporting.
Advertising will be integrated into “Watch” beginning in 2026, following a beta program. The Times anticipates high viewability rates – mirroring the 80-90% achieved with vertical interstitial ads in its Games app – and significant brand lift for advertisers. NYT Advertising aims to offer a streamlined campaign launch process,allowing brands to repurpose existing social assets and go live within 48 hours without extensive custom builds.
Industry experts believe this format could be highly attractive to marketers. “As audiences spend more time in immersive, short-form environments, marketers are seeking formats that deliver both engagement and performance, not just reach,” says Matt Fanelli, chief revenue officer at Digital remedy. “For publishers, it opens a new avenue for monetization, pairing storytelling with inventory that’s native, high-impact, and built for how people actually consume content today.”
The launch of “Watch” comes as The Times sunsets its standalone audio app, Listen, consolidating audio and video content within the News app. This strategic shift underscores a broader philosophy of slow, deliberate growth, prioritizing quality and owned distribution.
According to Robins, the success of The Times’ advertising business without significant video inventory demonstrates the potential for disciplined growth. “This represents a disciplined prospect to grow, one that follows our product evolution and gives both consumers and advertisers a quality place to watch.”
