Netflix Adds Short-Form Video Content from Publishers

Netflix is experimenting with new types of content on its streaming service, adding video content from publishers such as BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc., Tastemade, and various Penske Media PMX brands. The new content will be available to subscribers in the U.S., Canada, the U.K., Ireland, Australia, and New Zealand starting August 3. The videos will vary widely in length, ranging from 2 to 3 minutes to over 20 minutes.

The deal is a low-risk way for Netflix to test its audience's appetite for short-form content, such as news, lifestyle, and how-tos. If successful, Netflix could build similar content in-house, though the company hasn't announced plans to do so. The lineup will include licensed archival and ongoing series, including BuzzFeed Celeb's 30 Questions, Tasty Recipes, and Vanity Fair's Lie Detector.

Netflix says more publishers will be added over time. John Derderian, Netflix VP of Animation Series + Kids & Family TV, stated, 'Members don’t just want to watch a show or film and move on – they want to keep exploring the stories and personalities they love long after the final credits roll. These partnerships help us deepen fandom and create more ways for members to carry those stories with them throughout their day.' The announcement follows a Bloomberg report that found Netflix struggling to retain fans between seasons of top shows.

The trend has worried executives, who cite high cancellation rates, long gaps between seasons, and inconsistent quality. The report suggests Netflix faces a shift in consumer viewing habits, competing with YouTube and TikTok. To attract viewers drawn to short-form video, Netflix added a TikTok-style feature called 'Clips.' These new publisher deals bring short-form content onto the platform in its own right.

Why this matters: Netflix's move into short-form video content marks a significant shift in its strategy to retain viewers and compete with other platforms. By partnering with popular publishers, Netflix can offer a diverse range of content that appeals to a broader audience. This could help the streamer regain momentum and attract new subscribers.

However, it's unclear whether this strategy will pay off, and Netflix will need to balance its short-form content with its existing long-form offerings. The success of these partnerships will likely influence the development of future content on the platform, and it will be interesting to see how Netflix adapts to changing viewer habits and preferences.