CNN Launches Beta Test of CNN Shorts, TikTok-Style News Briefs, on Its Own Mobile Platform
variety.comTodd Spangler NY Digital Editor In its never-ending effort to try to reach younger news consumers, CNN has launched CNN Shorts — a new vertical video player on its website designed for smartphones.
CNN already produces vertical-video news briefs for platforms including TikTok, YouTube Shorts and Instagram Reels. Now it sees a growing opportunity for CNN Shorts on its owned-and-operated platforms — where it can directly sell its own advertising.
CNN Digital’s vertical video experience launched in beta Oct. 25 at cnn.com/shorts/cnn-shorts. The “vast majority” of CNN’s audience consumes its content on mobile, and specifically mobile web, said Athan Stephanopoulos, CNN EVP and chief digital officer. “This is a huge opportunity to not only bring a more native mobile video experience to our audience, but also our advertising partners,” he said.
Even without any real promotion, viewers have been finding CNN Shorts. Since launching on cnn.com, CNN Shorts video completion rates are up 36%; starts per video viewer are up 32%; and time spent per viewer up 17%, according to CNN.
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