Time's sevenfold jump in Youtube views through creator collaborations points to a platform strategy Christian media organisations are also weighing.
Time reports a sevenfold rise in Youtube views after treating social media creators as columnists rather than freelancers, alongside strong growth on Linkedin video. Roughly half its newsroom staff have also begun contributing to social video. For Christian media organisations, many of which rely on small teams and limited video budgets, this signals a broader industry shift towards audience-first formats over traditional feature production. The approach raises a practical question familiar to church communications teams and Christian publishers alike: how to preserve editorial standards while working with personalities who build audiences outside conventional journalism.
ECMS 2026 found that 51 per cent of respondents discover Christian content via social media, a pattern consistent with the platform-first strategy Time describes, though the two figures are not directly comparable.
Source: ECMS 2026