Sports Illustrated announced plans to release a video-centric new app which would top the stickiness of its existing app with many new features. The app will use a new layout to more prominently feature articles by their popular, and well-known roster of writers. This new format for the app also allows for users to simultaneously watch videos and browse other content on the app. The inclusion of video was meant not only to retain the users, but to also please sponsors, SI Group editor-in-chief Paul Fichtenbaum said. This approach to video integration is also expected to make it easier to track ad views and impressions. The new app contains features and updates which will please users, sponsors, and the SI staff who will work to maintain its progress.