As the audience for TV news ages, NBCUniversal News Group wants to make sure that it has a pulse on those mobile-first millennials.
The media conglomerate has taken a minority stake in NowThis News, a startup which aims to be a native news product for mobile and social platforms. While NowThis News has a traditional website, its primarily delivery vehicles are apps for iOS and Android devices, as well as the major social media platforms. And its primary content is short-form news clips.
With its minority stakeholder status established, NBCU's News Group plans to co-produce video content with NowThis News. Some of that content will find its way to top NBC News outlets, like MSNBC and Today.
"We know that news consumption among younger audiences continues to grow, but in order to reach that audience, we need to continue to create video for the platforms they use most," said Patricia Fili-Krushel, chairman of the NBCUniversal News Group in a statement. "NowThis News does exactly that—delivering relevant news stories for the mobile and social platforms that resonate with this audience."