CNN wants to reinvent itself—again—and this time, it’s skipping the news. That’s right. The 24-hour news network that built its empire on war rooms and breaking alerts is now betting its future on lifestyle content. Because when you think “fun, breezy entertainment,” you obviously think Wolf Blitzer.
Mark Thompson, CNN’s CEO and apparent nostalgia connoisseur, announced that CNN will launch not one but two streaming products: a “non-news” digital offering in 2025 and another mystery box in 2026. The goal? Over $1 billion in annual digital revenue by 2030. That’s a lot of sourdough recipe subscriptions.
If this is giving you PTSD flashbacks to CNN+, you’re not alone. That $300 million faceplant flamed out faster than a TikTok trend. But to be fair, Mark Thompson does have receipts—he helped turn The New York Times into a subscription beast, thanks in no small part to turning “side dishes” like Cooking and Games into full-course revenue streams. It was smart, strategic, and—dare we say—visionary.
But here’s the rub: CNN isn’t the NYT. It’s not riding the prestige journalism wave, it’s treading water in a cable news identity crisis. Thompson may be trying to bottle that NYT magic, but at CNN, banana bread and crosswords don’t hit the same.
CNN’s primetime audience is in freefall, down to 600,000 viewers, while Fox News is riding high with over 2 million. And sure, launching a digital product to chase the cord-cutting crowd makes sense. But skipping the news part? That’s like Uber pivoting to bicycles because cars are too complicated.
Let’s be honest. This isn’t bold reinvention—it’s brand confusion wrapped in a digital Hail Mary. You don’t fix a crumbling foundation by building a treehouse. And calling it a “revolution” doesn’t make it one. It’s still CNN trying to sell a lifestyle subscription with anchors who specialize in breaking crises, not brunch recipes.
The strategy might be “heavy in information,” Thompson says, but light on clarity. The only thing heavier is the irony—CNN went from firing everyone who worked on CNN+ to basically relaunching it two years later, but this time with fewer facts and more feelings.
So what does this really mean for streaming? Two things:
- Legacy media still doesn’t know what to do when the old playbook stops working.
- When in doubt, pivot to vibes.
If the only way to get people to pay for CNN is by not giving them CNN, maybe it’s time to admit the brand needs more than a digital facelift—it needs a reality check.
