Can The New York Times steal time and attention away from TikTok or YouTube? Probably not, but the venerable news outlet is moving aggressively in the video space by trying to carve out a strategy that is true to what it is, with less fretting over the specific platform that the videos it produces live on.

“I think our goal here is just to build the largest, the widest and most engaged audience that we can, and we see video as a way of doing that,” says Jordan Vita, vp of product at the Times , in an interview.

The Times ‘ video strategy now encompasses all of its core areas: News, of course, but also cooking, The Athletic, and culture. And like every other publication, those videos are increasingly syndicated.

Can The New York Times steal time and attention away from TikT

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