"Bloomberg wants its video content to be easier to find and harder to leave. Instead of betting on vertical video feeds to keep audiences engaged, it has launched a centralized video hub today across its website and app as a home for all its video content - including live TV, daily shows, short-form clips, documentaries, podcasts, vodcasts and original series."
"The move comes as publishers - such as Time, CNN and The New York Times - have pushed out TikTok-style feed experiences to boost engagement at a time when social platforms continue to capture an outsized share of audience attention. But Bloomberg's approach is less about chasing a single format and more about improving video discovery - and the viewing experience - on its own properties, a sign that as traffic gets harder to come by, publishers are prioritizing editorial control and time spent over sheer scale."
""We've got a massive team that's working on video. We have a huge corpus of video," said Marissa Zanetti-Crume, Bloomberg's global head of product. "When we looked at our website and our app, we just weren't doing it justice. [This project] was just a place where we felt like we could do more, and drive that engagement.""
Bloomberg launched a centralized video hub across its website and app to consolidate live TV, daily shows, short-form clips, documentaries, podcasts, vodcasts, and original series. The hub focuses on improving video discovery and the viewing experience on Bloomberg properties rather than copying TikTok-style vertical feeds. The publisher intends to use its video archive to drive audience engagement and subscriber retention while keeping most videos free and gating some for paying subscribers. Bloomberg reported 707,000 paying subscribers and year-over-year total hours watched growth of 25 percent, with an average monthly video audience near 55 million uniques.
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