CNN, facing declining viewership and a shrinking digital audience, is undergoing a major overhaul, shifting its focus from traditional television to digital platforms. The network announced on January 23rd that it would eliminate approximately 200 jobs related to its traditional TV operations and add a similar number of new digital roles, including data scientists and product engineers. CNN aims to hire 100 of these individuals in the first half of 2025.
The network is also introducing a new streaming service, similar to its TV product, which will be available for a fee. Additionally, CNN plans to launch a new subscription product this year focused on "lifestyle" content, such as food and fitness. These digital initiatives are being funded by a US$70 million investment for 2025 from CNN's parent company, Warner Bros Discovery.
CNN's CEO, Mark Thompson, has emphasized the importance of adapting to the digital age, stating that the company's future prospects depend on following audiences to new platforms. He has been advocating for a digital pivot since joining CNN in 2024, and these recent changes represent the most significant steps taken to date.
The network has also made changes to its TV schedule, replacing Jim Acosta's 10am show with "The Situation Room with Wolf Blitzer and Pamela Brown" and introducing a new morning show anchored by Audie Cornish. CNN is currently in discussions with Acosta about a potential new role.
These changes come at a time when CNN's traditional cable TV business remains its primary revenue source, but the network has been struggling in the ratings, trailing behind MSNBC and Fox News. Its prime-time ratings have declined since the election, and its digital audience has also shrunk. In December 2024, CNN experienced its lowest period of web traffic in two years, with 90.5 million unique visits, down from a high point of 175.5 million in March 2020.
CNN has taken steps to address its digital shortcomings, including introducing a paywall to its website and app in October 2024. The paywall has exceeded the network's expectations for subscribers, though specific figures have not been released. CNN has also increased its focus on vertical videos, with plans to publish 50 to 100 of these videos per day. The network is also prototyping a new video news service that allows users to swipe through vertical videos, similar to apps like TikTok and Instagram.
Regarding coverage of President Donald Trump's second term, Thompson has stated that CNN journalists should avoid falling into any preset assumptions, emphasizing that "typecasting" any newsmaker is "bad journalism." CNN will continue to carry Trump's remarks live, with fact-checking, allowing viewers to form their own opinions.