Prior research suggests that digital platforms, such as Facebook and Twitter, serve as a channel between news media companies and their customers. In this view, the role of digital platforms is to aggregate user-­‐generated content in order to attract more users and advertisers to a platform. However, rapid growth of digital platforms and proliferation of platform-­‐based content, such as Snapchat Discovery, Facebook Instant Articles and Youtube channels, challenge the status quo, between news media companies and digital platforms. In this qualitative study we focus on exploring the challenges of news media companies operating on digital platforms. By conducting semi-­‐structured interviews with news media companies we derive three key themes and provide a conceptual model for explaining how digital platforms are becoming a marketplace for distributed contribution of news sourced from a wide array of contributing news media. We conclude with future research propositions.