The Weather Company’s Digital Video Strategy: Sunny with a Chance of Clickbait

by: Eric Blattberg | Digiday

Big storms attract a lot of attention at The Weather Company’s offices. But among the executives, one data stream commands even more excitement, rain or shine: the company’s swelling digital video revenue.


With its massive online audience, Weather is looking to digital video to drive much of its growth this year. The 45-person online editorial team, led by former Huffington Post executive editor Neil Katz, has 15 full-time video staffers, a group that pumps out around 15 original videos a day in addition to the videos it clips from The Weather Channel TV station.

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