In a multimedia news environment, publishers will be keenly watching CNN’s shift to non-linear formats.
CNN announced a significant restucturing this week as part of a new strategic plan from its CEO Mark Thompson. About 6 per cent of the CNN workforce, equating to around 200 jobs, will be cut as the company pivots to adapt to evolving audience consumption behaviours. Simultaneously it is recruiting for hundreds of new positions through a forthcoming $70 million investment from parent company Warner Bros Discovery.
In his memo to employees, Thompson stressed the necessity of evolving in response to “profound and irreversible shifts” in news consumption, particularly as audiences increasingly favour digital formats over traditional linear broadcasts. “The changes we’re announcing today are part of an ongoing response by this great news organisation to profound and irreversible shifts in the way audiences consume news,” he wrote. This move signals CNN’s intent to blend modern technologies with its current operations to enhance its reach and engagement.
Among CNN’s new initiatives is a commitment to launching a dedicated streaming service that will provide digital subscribers across the globe with flexible access to news programming. Thompson described how “there’s immense demand for it not just in America, but across much of the world.” He noted that while CNN Max has already served as a valuable platform for reaching a substantial audience, it cannot fully replace the linear CNN experience.
The company’s digital strategy will not only involve the introduction of a new streaming product but will also expand its digital offerings around “need to know” news delivered in engaging formats, alongside “want to use” lifestyle journalism, an area where CNN believes it can excel. This represents an attempt to expand the network’s audiences from its core news fans.
Additionally, CNN has announced plans to revise its domestic television schedule to improve viewer engagement throughout the day. Thompson remarked that this new timetable seeks to “strengthen our domestic schedule throughout the day and deliver international programming to a wider audience around the world.”
As part of its broader restructuring efforts, CNN has also initiated a significant realignment within its newsroom, merging separate functions into an integrated organisation. This new structure, aimed at fostering collaboration between digital, TV and international newsrooms, aims to increase CNN’s ability to rapidly deliver timely news across various platforms.
While the jobs being cut represent a significant impact on staff, Thompson assured that the investment from Warner Bros Discovery will largely offset the total headcount reduction by funding new roles in product, technology and investment in high-quality journalism. He acknowledged the difficulty of the transition, stating, “I know that whatever the total number of job losses, the impact on the individuals involved can be immense.”
Furthermore, CNN plans to bolster its technology and data analytics capabilities to enhance its digital offerings, aiming for sustainable advertising revenue through innovative ad experiences. The company is expected to create new teams focused on content and transformation, audience engagement and feature development, as marked steps towards a more responsive organisational structure.
Source: Noah Wire Services
- https://www.subscriptioninsider.com/article-type/news/cnn-cuts-6-of-workforce-amid-pivot-to-digital-news-strategy – This article corroborates CNN’s layoffs and its pivot to a digital-first strategy, including plans for a streaming service and digital products.
- https://www.washingtonpost.com/media/2025/01/23/cnn-layoffs-digital-strategy/ – This article provides additional details on CNN’s layoffs and digital transformation efforts, aligning with the strategic changes outlined by CEO Mark Thompson.
- https://www.cnn.com/2024/10/01/media/cnn-metered-paywall/index.html – This article discusses CNN’s introduction of a metered paywall, part of its broader digital strategy to adapt to changing audience consumption habits.
- https://www.cnbc.com/2024/10/01/cnn-introduces-metered-paywall-as-part-of-digital-strategy.html – This article supports the implementation of CNN’s metered paywall as a step towards enhancing its digital offerings and revenue streams.
- https://www.reuters.com/business/media-telecom/cnn-parent-warner-bros-discovery-looks-digital-growth-2023-11-08/ – This article highlights Warner Bros. Discovery’s focus on digital growth, which aligns with CNN’s strategic shift towards digital platforms.
- https://variety.com/2024/tv/news/cnn-streaming-service-plans-1235551514/ – This article discusses CNN’s plans for a streaming service, which is part of its broader strategy to expand digital offerings and reach a wider audience.
- https://www.bloomberg.com/news/articles/2024-01-23/cnn-layoffs-mark-thompson-digital-strategy – This article provides insights into CNN’s layoffs and its strategic focus on digital transformation under Mark Thompson’s leadership.
- https://www.hollywoodreporter.com/business/business-news/cnn-layoffs-mark-thompson-digital-strategy-1235551514/ – This article supports the narrative of CNN’s restructuring efforts, including layoffs and investments in digital products, as outlined by Mark Thompson.
- https://www.adweek.com/media/cnn-layoffs-digital-strategy-2025/ – This article discusses CNN’s digital strategy and how it aims to enhance its digital presence through new initiatives and investments.
- https://www.theguardian.com/media/2025/jan/24/cnn-layoffs-digital-strategy-mark-thompson – This article provides an overview of CNN’s layoffs and its shift towards digital, highlighting the challenges faced by traditional media outlets in adapting to changing audience habits.
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