Netflix dabbles in shorter video content with its new set of publisher deals with Variety, others

Key Points:

• Netflix is expanding its content offerings by adding short-form video content from publishers like BuzzFeed Studios, Condé Nast, Hearst Magazines, and Penske Media brands, starting August 3 in several countries including the U.S., Canada, and the U.K.
• The new videos will vary in length from 2-3 minutes to over 20 minutes, featuring formats such as news, lifestyle, how-tos, and other web-native content that is typically cheaper and faster to produce than scripted series.
• This move represents a low-risk experiment for Netflix to test audience interest in short-form content, potentially competing more directly with platforms like YouTube and TikTok, amid challenges retaining viewers between seasons of popular shows.
• The lineup includes licensed archival and ongoing series such as BuzzFeed Celeb’s “30 Questions,” Vanity Fair’s “Lie Detector Test,” Billboard’s “24 Hours,” and Tastemade’s “Struggle Meals,” with plans to add more publishers over time.
• Netflix has previously introduced a TikTok-style feature called “Clips” to promote short snippets from its library, but these new publisher partnerships bring short-form content directly onto the platform as standalone offerings.