Most of The Athletic’s video content is still made in-house with its journalists, but the publication sees creator partnerships as a way to find new audiences. Younger people, in particular, tend to prefer getting their news via video, rather than reading or listening. Park said the existing audience of The Athletic is “quite even across age demographics” but noted the creator-led videos were helping the sports news site work with younger creators that have developed similarly young audiences. The Athletic declined to share details about its audience demographics.
“We have internal creators that host, do podcasts, or social video, but we really wanted to tackle the idea of taking a large-scale newsroom and translating that into more of the human, personal touch of a creator,” Park said. “How do we translate to younger audiences, and make our newsroom accessible to everyone? This felt like the easiest way of doing that.”
Comments
No comments on this item Please log in to comment by clicking here