NYTimes.com relaunched its video platform last week, featuring a high-definition, wide-screen format, redesigned video library and individual playback pages for each video, Media Post reported Monday.

The Times' partner, Brightcove, which offers the video platform, is hoped to help the newspaper site reach new readers through SEO and syndication, and improve streaming experiences.

The new technology brings more stability and flexibility, according to Nicholas Ascheim, vice president of product management at NYTimes.com. “What you want is for a user to able to click play and the video plays, which is harder than you think,” Ascheim said, according to Media Post. It also introduces new ad inventory and opportunities for brand marketing, he said.

Moreover, using Brightcove APIs, Times Web producers are able to publish video metadata on Web pages, which can improve search engine indexing and increase the video content discoverability throughout the site.

“The site has seen an explosion in traffic from search engines, but video has not benefited,” Ascheim said, Media Post reported. “Video search has been challenging to everybody, but we think this is going to bring a lot more traffic through search.”

According to Nielsen Online, NYTimes.com still ranks as the most popular U.S. newspaper Web site, with 20.1 million unique visitors in September, Media Post reported.