The “Today” Show has been around for 72 years, but a deep legacy isn’t stopping the brand from modernizing and tapping into audiences outside of the industry-wide declining linear viewership.
“There are folks who will never watch the ‘Today’ Show, and that’s OK because they are going to see it on TikTok, Instagram, or on our digital site,” VP of content strategy for “Today” Ashley Codianni told TheWrap.
And the “Today” anchors are leaning into the digital shift too.
“What delights us is that young people are watching our show because they found us first on TikTok,” host Jenna Bush Hager told TheWrap.