Netflix Expands into Short Video Content with New Publisher Deals
Netflix will start offering short-form videos from publishers like BuzzFeed and Variety starting August 3, testing audience appetite for non-traditional content.
Netflix is once again experimenting with new content types as the binge-watching model becomes outdated. After adding live content, video games, and video podcasts, the streaming giant is now partnering with major publishers to bring short-form video to its platform. The deals include BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc., Tastemade, and several Penske Media PMX brands such as Variety, THR, Billboard, Eater, Rolling Stone, and Indiewire.
Starting August 3, subscribers in the U.S., Canada, the U.K., Ireland, Australia, and New Zealand will have access to these publisher videos. The clips vary widely in length, from just two to three minutes to over 20 minutes. According to Netflix, this is a low-risk experiment to gauge whether its audience wants the kind of short, web-native content like news, lifestyle, and how-tos. If successful, Netflix could eventually produce similar content in-house, though the company has not confirmed such plans.
The initial lineup includes both licensed archival and ongoing series: BuzzFeed Celeb's "30 Questions," Tasty Recipes, Vanity Fair's "Lie Detector," AD's "Walking Tour," Elle's "Where is the Lie," Harper’s Bazaar's "Burning Questions," Billboard's "24 Hrs With," Variety's "How Well Do They Know?", PEOPLE's "My Life in Pictures," Travel + Leisure's "Travel Unfiltered," Tastemade's "Struggle Meals," and more. Additional publishers will be added over time.
This move follows a Bloomberg report indicating that Netflix struggles to retain viewers between seasons of top shows. Executives are reportedly concerned, but the issue stems from high cancellation rates, long gaps between seasons, and inconsistent quality. The report also highlights a shift in consumer habits, with Netflix now competing against YouTube and TikTok as much as traditional TV. The platform already introduced a TikTok-like "Clips" feature, which funnels viewers to longer content. However, these new deals aim to bring short-form content directly to Netflix as standalone offerings.
John Derderian, Netflix's VP of Animation Series + Kids & Family TV, who oversees the project, stated that these partnerships deepen fandom and allow members to engage with stories and personalities beyond the credits. The project is seen as a way to keep viewers connected throughout their day.
