TIME’s Strategic Progress and Growth in Early 2025
As 2025 approaches its midpoint, TIME has demonstrated strong performance across multiple fronts. The company is advancing its mission by blending its historic strengths with modern approaches to journalism and storytelling. This balance is reflected in high-impact journalism and global audience engagement through exclusive reports and innovative formats.
TIME’s pivot toward a business-to-business model is gaining traction. This is evident in their targeted go-to-market strategies, expansion of live journalism and events globally, and adoption of new technological platforms. Cost management remains a priority, with cash-flow positivity as the primary financial goal. Since 2022, TIME has reduced its cash needs by 83%. Advertising revenue forecasts project a 24% increase in the first half of 2025, with bookings pacing 39% ahead of last year.
Highlights from TIME Journalism
TIME’s newsroom continues to produce influential journalism that resonates worldwide. Exclusive interviews with political leaders such as former U.S. President Donald Trump and Australian Prime Minister Anthony Albanese have addressed significant issues like social media policies and political party dynamics. Scientific and technological advancements have been covered through conversations with leaders including Google DeepMind’s CEO Demis Hassabis, OpenAI’s Sam Altman, and others driving innovation.
The launch of TIME Longevity in May marks a strategic expansion into health and science, focusing on life extension and its societal implications. TIME’s reporting has effected tangible change, exemplified by a new ethics law in Maryland following their coverage of Larry Hogan. Coverage of breaking news events like the LA fires and papal transitions demonstrates editorial agility. The publication also partnered with the Center for Policing Equity on a special report reflecting on America’s path five years after George Floyd’s death.
Expanding Reach Through TIME Events
TIME’s events business has grown significantly with 20 global events in the first half of 2025. These included the largest-ever TIME100 Gala and Summit in New York, the fourth TIME100 Impact Awards in Dubai, and the inaugural TIME100 Philanthropy event. High-profile participants such as Serena Williams, Ed Sheeran, and David Beckham have contributed to these gatherings, enhancing TIME’s influence and community connections.
Innovations in TIME Studios
TIME Studios launched UNTOLD: The Fall of Favre on Netflix, a documentary exploring the complexities of Brett Favre’s career and its controversies. The film quickly became Netflix’s most-viewed movie in the U.S. Additionally, a mixed-reality documentary, D-Day: The Camera Soldier, was released in partnership with TARGO and Apple Vision Pro. This project combines spatial video, AI-restored archives, and interactive elements to offer a new way of engaging with historical content.
Strategic Focus on AI Integration
TIME is actively incorporating AI to broaden the reach and accessibility of its journalism. The company has formed over a dozen partnerships with leading AI platforms, including OpenAI, Perplexity, and Amazon Alexa. These collaborations provide early insights into AI-driven media and advertising trends.
Key AI initiatives include:
- Launching an AI Toolbar on TIME.com to enhance user interaction with content, developed with Scale AI, OpenAI, and ElevenLabs.
- Upcoming release of an AI-hosted podcast summarizing top stories, followed by a redesigned homepage featuring integrated AI podcast modules.
- A major fall upgrade introducing multilingual, personalized AI functions like search, chat, and translation across the website.
- Developing infrastructure for AI-era content authentication and bot tracking using blockchain verification and real-time monitoring tools.
- Deploying AI tools across departments to reduce repetitive tasks and focus on strategic work, including specialized AI for legal teams.
TIME’s approach emphasizes staying ahead of industry shifts by being present in emerging AI spaces and adapting to fragmented content distribution. With diversified revenue streams—such as 1 million print subscribers, nearly 2 million newsletter subscribers, and over 60 million social followers—TIME is positioned for resilience as audience habits evolve.
Conclusion
TIME is focused on building a future-ready organization that blends trusted journalism with modern technology, including AI. The company’s efforts aim to enhance content distribution, personalization, and access while maintaining editorial integrity. Close collaboration across teams supports this transformation.
Executives and strategists can observe how integrating AI thoughtfully into product offerings and operational workflows can drive growth and create new audience engagement opportunities. TIME’s model illustrates the value of combining quality journalism with technology-driven innovation to sustain commercial success.
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