Video news channels are a key element of the changing media landscape, and can be an effective way for news organizations to reach audiences that might not otherwise tune in on traditional TV or their websites. These channels can also be a source of revenue, with many accepting donations and offering privileges for those who support them.
This article analyzes the most popular video news channels on YouTube and examines their tone, focus and audience. It identifies some common patterns among the top-ranked channels, and suggests how news organizations can take advantage of these platforms to improve their audience engagement and reputations in the digital world.
The vast majority of these videos (89%) are affiliated with a news organization, and most of the remainder are independent channels hosted by individuals. News organizations tend to host more politically oriented channels, while independent channels host channels that are more broadly focused on issues and personalities.
Among channels that are politically focused, the most popular topic was Trump administration or impeachment, but other topics were also prominent. Negativity tended to drive viewership, as videos that took a negative tone received more views than those with a positive tone.
The most popular feature of these videos was a series of short, news-friendly interviews with spokespeople whose statements were narrated over the visuals. This format is commonly called a “video news release” or VNR, and it provides journalists with the pictures and information they need to write their stories.