The New York Times introduced a new “Watch” tab in its primary mobile application this week, featuring a scrollable feed of short-form vertical videos that delivers news in a format reminiscent of TikTok. The development marks a strategic shift to consolidate the publication’s multimedia journalism into a centralized location.

The vertical video destination will provide daily updated content produced in-house by the Times’ editorial teams, spanning news, opinion, and lifestyle brands.

This launch represents a continuation of the publisher’s strategy to bring diverse content formats under a single umbrella. Previously, the Times experimented with a standalone audio app before ultimately integrating that content into its main application.

“Our news app is a multimedia hub that can do everything,” says Sam Dolnick, deputy managing editor at the Times. “It’s easier for the consumer to have one place to go where you can read, watch, listen.”

The decision follows significant growth in video consumption, which has more than doubled year over year across the Times’ platforms, according to company representatives. The media organization now produces approximately 75 hours of professional video content monthly.

Format and Content Specifications

The videos appearing in the Watch tab are generally no longer than three minutes in length and cover the breadth of the Times’ editorial coverage. Content will include material from the newsroom, Opinion section, NYT Cooking, The Athletic, and Wirecutter.

Different journalistic teams will employ varied formats tailored to their content. Podcast videos from the Opinion team will maintain a distinct style from cooking demonstrations or breaking news coverage from global correspondents.

Advertising Integration Planned

The Times plans to monetize the new feature beginning in early 2026, when inventory in the Watch tab becomes available to brands during an open beta test for vertical video advertising.

Joy Robins, global chief advertising officer, says the new placement “will offer brands a way to create video ads with speed and simplicity, making it easier than ever to get started and optimize campaigns.”

Audience Development Strategy

The introduction of the Watch tab aligns with the Times’ goal of reaching 15 million subscribers by 2027, as it attempts to engage broader demographics.

“We’re hoping to have the widest reach possible, and that means creating formats that will engage a younger, newer audience – people who may be less familiar with us,” explains Jordan Vita, vice president of product at the Times.

This represents an evolution from the publication’s previous focus on longer-form video content for streaming platforms toward mobile-optimized formats.

Solana Pyne, video director at the Times, notes: “We’ve focused and honed the videos that we are making – shifted really to short form and vertical in a way that’s really powerful.”

Multimedia Integration Evolution

The Watch tab follows the Times’ broader pattern of multimedia consolidation. Rather than maintaining separate specialized applications, the publication now positions its primary app as a comprehensive destination for all its journalism.

This approach reflects the Times’ understanding of changing consumption patterns and recognizes the growing importance of video content in the media ecosystem. The strategic pivot comes as the publisher continues to invest in its multimedia capabilities, while maintaining the production standards associated with its brand.