AOL’s Homepage Overhaul Puts Video Front and Center

In a strategic move to meet growing consumer demand, AOL has unveiled a refreshed homepage design that prominently features video content from its network of partners and owned properties. The update positions AOL to better compete in today’s video-first digital landscape while maintaining its position as a destination for 10 million daily visitors.

Key Features of the Redesign

• New Video Carousel: Positioned directly below top stories, the carousel showcases content from:

  • AOL-owned properties (including TechCrunch)
  • Premium partners like ESPN, E!, and The Wall Street Journal
  • New distribution deals with media companies

• Enhanced Viewing Experience: Clicking any video launches an optimized player for seamless viewing

• Original Programming: New expert-led series featuring personalities like fashion guru Tim Gunn and former NFL star Tiki Barber

Why Video Takes Center Stage

“Our audience was clear—they wanted more accessible video content,” explained Maureen Sullivan, President of AOL.com and AOL Lifestyle. “Previously, we weren’t doing justice to our video offerings by burying them in the layout.”

The redesign treats the homepage like a digital network, with content refreshing dynamically throughout the day to mirror traditional TV programming strategies. All content remains fully accessible across mobile devices and tablets.

Balancing Original and Partner Content

While investing in exclusive AOL.com programming, the platform maintains its role as a content aggregator:

• Original Content: Developing more proprietary articles and videos
• Curated Links: Continuing to surface quality stories from across the web, including AOL-owned sites

“We’re realistic about our scope,” Sullivan noted. “We won’t replicate TechCrunch’s tech coverage or match Huffington Post’s newsroom size, but we can excel at surfacing the best content for our audience.”

The Evolving Homepage Landscape

With younger demographics increasingly bypassing traditional homepages, AOL’s strategy focuses on:

• Creating compelling standalone content that attracts direct visits
• Optimizing for social sharing and discovery
• Maintaining relevance for its established user base

This balanced approach allows AOL to serve both loyal users and newer audiences discovering content through social platforms and search.

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