The news: CNN is adding a short-form video feature to its app’s homepage in a bid to attract younger audiences and boost engagement amid declining linear TV viewership. The “Shorts” tab, which previously existed outside the homepage, includes clips from CNN stories in a vertical video format similar to Instagram Reels or TikTok, per The Verge.

Zooming out: Ad spend on linear TV is projected to slow as streaming overtakes it in time spent, putting pressure on CNN to find new ways to engage users.

• We forecast US TV viewers will decline to 172 million in 2027, down from 185.5 million in 2023.
• Streaming accounted for 45.2% of US TV viewing in September, per Nielsen, compared with broadcast and cable’s combined 44.6%.

The trend: CNN isn’t the first media company to lean on short-form video. The New York Times launched a short-form video tab for its app in October called Watch, while BBC News, The New Yorker, and The Wall Street Journal are active on TikTok and Reels.

The opportunity: For news organizations, this medium helps connect with Gen Z audiences, distill complex stories into easy-to-consume content, and stay top of mind as consumers turn to social media for breaking news.

• 43% of US adults ages 18 to 29 regularly get their news from TikTok, per Pew Research, up from just 9% in 2020.
• Only 12% of adults in that age group have paid for a news source in the last year, per Pew Research.

The shift in consumption habits and emerging monetization challenges show how short-form content has become central to information discovery for Gen Zers, while pressuring media companies to explore revenue models beyond passive subscriptions or banner ads.

The caveat: Consumers that weren’t already turning to the CNN app may be unlikely to do so just because of a short-form feature, and parent company Warner Bros. Discover recently posted a 16% YoY decline in ad sales for Q3. That could create a make-or-break moment to get as many viewers as possible and stay relevant, even if CNN’s short-form video doesn’t significantly move the needle.

Why it matters to marketers: CNN’s short-form video push suggests an intersection between news media and social media formats. As traditional TV audiences shrink, platforms that can reach younger, mobile-first viewers become increasingly valuable.

• If ads are included, advertisers could deliver brand content alongside credible news.
• News organizations could offer new inventory for premium advertising, filling some of the gap left by declining linear TV spend.

What marketers should do: CMOs should explore how news-aligned short-form content can enhance credibility and trust in brand storytelling and monitor how legacy media brands experiment with short-form video to inform their own content strategies.