The Financial Times is seeing “steady growth” in video viewership with a long-form strategy aiming to engage subscribers but find new audiences on Youtube, reports Charlotte Tobitt of Press Gazette.
Tobitt writes, “The FT cited internal data that shows those who visit its website and app regularly are 20 times more likely to watch FT films than those who are less engaged.
“Viewership of FT videos on its website was up 10% last year compared to 2023.
“FT’s 30-minute films include an explainer on ‘Why governments are ‘addicted’ to debt’, ‘Nvidia’s rise in the age of AI’ and an investigation into a rise in Russian soldiers executing Ukrainian prisoners of war.
“An investigation into a major corruption scandal in South Africa was highly commended in Press Gazette’s Future of Media Awards in September.”
Read more here.
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