Ben and I are joined by Joe Harbinson, Head of Commercial Partnerships at Sky News, for his first visit to IBC. Joe outlines Sky News’s 2030 strategy to build a video-first newsroom for the digital future, and how connected TV, YouTube, TikTok and its own apps fit into that ambition. With more than half of its YouTube consumption now happening on connected TVs, we discuss the challenge of reaching audiences wherever they are while encouraging a deeper relationship with Sky News through its own services, memberships and premium journalism.

How does a news organisation communicate its authority when it appears alongside creators in the same feed? We explore trusted journalism, AI-generated content, and whether the streaming wars are giving way to “algorithm wars”. Joe explains how Sky News adapts stories for different platforms, why engagement matters more than headline view counts, and the journey from algorithmic discovery to actively seeking out and subscribing to its journalism. We also discuss its premium podcast offer and newly launched Defence Insider service.

Watch the full episode below and share or comment on LinkedIn.

Chapters:

00:00 Introduction to the Podcast and Guests
01:22 Exploring the IBC Experience
05:11 The Shift in Viewing Habits
12:45 Trust in News and AI Content
14:10 The Streaming Wars and Algorithm Challenges
18:45 Current Global Issues and Their Impact
20:10 Looking Ahead to Future Events

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