From Headlines to Thumbnails: Comparative Analysis of Web Publications in Bulgarian Digital Media and YouTube

The objective of this study is to determine if the thematic priorities of news organizations are consistent or platform-specific by investigating the cross-platform strategies of three leading Bulgarian news agencies. Methodologically, the study combines a quantitative TF-IDF text analysis of 315,103 headlines from their websites and 6961 titles from their official YouTube channels with a qualitative analysis of YouTube thumbnails to assess their strategic visual contribution. The findings reveal a significant strategic divergence: YouTube channels are primarily dedicated to high-impact domestic political news centered on key public figures, while their official websites feature a much broader thematic scope, covering international conflicts or extensive cultural events. The thumbnail analysis further shows they function as a critical visual layer, adding emotional context and explicit cues that are not present in text headlines. This research concludes that news agencies do not simply mirror content but strategically adapt it to leverage the unique characteristics and audience expectations of each platform, employing distinct models for their YouTube and web presences.