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The scientific publishing market has experienced many reconfigurations with the advent of digital media. This article discusses the case of JoVE (Journal of Visualized Experiments), a specific publisher that created a new category of peer-reviewed scientific journals based on video articles. These articles, related to the life sciences, focus on experimental methods. Using a mixed methodology, this exploratory case study conducted over a one-year period (2018–2019) shows that JoVE represents a new niche for scientific publishing and is becoming a new actor in the scientific publishing field. JoVE’s success lies in the fact that it allows researchers to develop new publication practices that leave room for new forms of writing, promoting scientific mediatization. Video articles circulate on the web (YouTube, social networks…) and convey new values (visibility, impact, openness, media coverage…) expected by researchers and their evaluation bodies for the recognition of their methodological expertise. It is around these same values that JoVE has succeeded in establishing itself in the changing world of scientific publishing.