The ad strategy mirrors The Times’ broader product philosophy: move slowly, learn deeply, then scale, according to Robins.
A curated feed built for discovery
The Watch tab will rely on human curation rather than algorithmic ranking, reflecting The Times’ preference for editorial judgment over machine-driven personalization.
The feed will surface a mix of investigations, visual essays, cultural commentary, and lifestyle coverage, designed to expose users to the full breadth of The Times’ journalism rather than confine them to familiar topics.
That approach differentiates the product from social platforms and underscores the publisher’s focus on discovery and editorial range.
It’s also the latest development The Times has made to build its own controlled environment rather than rely on services like TikTok, YouTube Shorts, or Instagram Reels to reach audiences. It previously launched Listen to make audio native to its app.
Together, these changes illustrate a strategy that prioritizes owned distribution, immersive formats, and a premium user experience over reach on third-party platforms.
“What’s exciting for us is that our advertising business is doing really well without video,” Robins said. “This represents a disciplined opportunity to grow, one that follows our product evolution and gives both consumers and advertisers a quality place to watch.”
