Can The New York Times become a true destination for cooking videos? The venerable news outlet is betting that it can, leveraging its vast library of recipes, its in-house talent, and outside cooking creators to help it do so.
Nyt Cooking has become a serious destination for foodies and home cooks (the Times says its Cooking site and app tallied 456 million visits last year), and Cooking has become one of the company’s core competencies when it comes to generation and retention of subscribers.
But it has also, quietly, become a video destination into itself, both within its owned ecosystem and on YouTube, where Nyt Cooking has more than one million subscribers. As food and recipe creators flourish on that platform, the Times wants to take a bigger bite of the cooking video market, more aggressively pushing into an area that was once dominated by Food Network.
“We really do…