Key facts
- Netflix is launching short-form video content from publishers such as BuzzFeed Studios, Condé Nast, and Variety.
- The new content will be available in the U.S., Canada, U.K., Ireland, Australia, and New Zealand starting August 3.
- Video lengths will range from 2-3 minutes to over 20 minutes.
- This strategy aims to retain subscribers and compete with platforms like YouTube and TikTok.
- The content includes licensed archival and ongoing series from various publishers.
Netflix is expanding its content offerings by integrating short-form video from various publishers, a move aimed at retaining subscribers and competing with platforms like YouTube and TikTok. Starting August 3, content from publishers such as BuzzFeed Studios, Condé Nast, Hearst Magazines, and Penske Media's brands, including Variety and Billboard, will be available in the U.S., Canada, U.K., Ireland, Australia, and New Zealand.
The new videos will vary in length, with some as short as two to three minutes and others exceeding 20 minutes. This strategy represents a low-risk approach for Netflix to gauge audience interest in web-native content formats like news, lifestyle, and how-to videos, which are typically less expensive to produce than scripted series.
This initiative follows reports indicating Netflix's struggle to maintain viewer engagement between seasons of its top shows. The company is increasingly competing with platforms that specialize in short-form content, prompting this strategic shift. Previously, Netflix introduced a 'Clips' feature, designed to direct users to longer programming, but these new publisher deals bring short-form content directly to the platform as a standalone offering.
John Derderian, Netflix's VP of Animation Series + Kids & Family TV, who is overseeing the project, stated that these partnerships aim to deepen fan engagement by providing more ways for members to interact with stories and personalities they enjoy throughout their day.