Eco-friendly fashion guides, zero-waste kitchen tips, and advice on reducing one's carbon footprint.
As Jordan Vita, the Times' vice president of product, explains, "We're hoping to have the widest reach possible, and that means creating formats that will engage a younger, newer audience — people who may be less familiar with us." This move represents a significant investment: The Times now produces 75 hours of professional video per month, a 60% increase, and video consumption has more than doubled year over year.
While lifestyle content focuses on how we live, entertainment video content focuses on how we think, feel, and play. The entertainment sector of Times videos has moved past superficial celebrity gossip to offer robust, analytical, and deeply engaging coverage.
Today, these videos are high-definition, cinematic mini-documentaries. They range from 90-second Instagram reels showcasing a Michelin-star chef’s recipe to 20-minute long-form YouTube docuseries following a celebrity through their daily morning routine.
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Times Videos Lifestyle & Entertainment is a dedicated video vertical that captures the rhythm of modern living — from high-end luxury trends and wellness hacks to celebrity deep-dives, binge-worthy series recommendations, and everyday joy. To inform, inspire, and entertain through short-form, medium, and episodic videos that reflect how India (and the global audience) actually lives, consumes, and celebrates.
Step-by-step recipes, restaurant reviews, and global food expeditions.
If you are looking for a one-stop shop for celebrity interviews, food trends, fashion weeks, and Bollywood/Hollywood news, (from The Times of India group) is incredibly efficient. Here is a breakdown of what works and what doesn't for their Lifestyle & Entertainment vertical.
As remote work solidified its place in global culture, interest in personal spaces surged. Video series documenting home transformations, minimalist design philosophy, and haute couture runways offer viewers visual inspiration to apply to their own lives. The Entertainment Vertical: Access, Critique, and Culture The entertainment sector of Times videos has moved
Consistent color grading and typography build recognizable brand identity.
that offers extensive coverage across lifestyle, entertainment, and trending topics Core Content Pillars
: Most "Times" publications maintain specific playlists for Lifestyle and Entertainment content.
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The explosion of streaming platforms has created a massive demand for curation. Viewers turn to entertainment video channels for: to combat choice fatigue.
NYT Cooking has become a massive success story, with over 1 million YouTube subscribers and 456 million site visits last year. The Times is doubling down on this by turning its food writers into video stars. It has launched series like "Cooking 101" with Samin Nosrat and a baking series with host Vaughn Vreeland. These personality-driven shows are designed not just for engagement but as a key driver for new subscriptions. By making some recipe videos free to access, The Times uses them as a "sampler" to draw new audiences into its ecosystem.
Food videos have evolved far beyond basic step-by-step recipe tutorials. Modern culinary video content focuses on the narrative behind the food. Viewers are treated to cinematic explorations of global street food, deep dives into the science of baking, and profiles of avant-garde chefs. It treats cooking not just as a chore, but as an art form and a cultural bridge. 2. Travel and Wanderlust Exploration
The standard junket interview is dead. Today’s audiences want authentic, unscripted interactions. Successful entertainment video features put celebrities in unique environments—whether cooking a meal, taking a lie detector test, or reviewing their own career timelines. This humanizes public figures and drives viral engagement. Film and Television Deep Dives
: Visual adaptations of deep-dive investigative journalism.
Tiny home tours, extreme home renovations, and professional organization breakdowns. 4. Fashion, Beauty, and Wellness