Netflix is ​​dabbling in shorter video content through its new set of publishing deals with Variety and others

Netflix is ​​once again experimenting with new types of content on its streaming service, e.g The binge model has become outdated. After expanding its services to include live content, video games, and most recently podcasts, the streamer is now adding video content from publishers like BuzzFeed Studios, Condé Nast, Hearst Magazines, and People Inc. , Tastemade and numerous Penske Media PMX brands, such as Variety, THR, Billboard, Eater, Rolling Stone, and Indiewire.

Starting August 3, Netflix will offer video content from these publishers to subscribers in the US, Canada, UK, Ireland, Australia and New Zealand, according to the announcement. Netflix And other reports released Tuesday by Netflix deal partners such as diverse, Bulletin board, THR, Rolling Stoneet al.

The partners said the new videos will vary widely in length — some running just two to three minutes, while others span more than 20 minutes.

For Netflix, the deal is a low-risk way to test whether its audience has an appetite for the kind of content that is typically web original, such as news, lifestyle, how-tos and other short-form formats that tend to be cheaper and quicker to produce than scripted series. If it works, Netflix could eventually create similar content in-house, though the company hasn’t said that’s the plan.

The collection will include both archival series and licensed ongoing series coming to Netflix, including 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?, and PEOPLE’s My Life in Pictures, and Travel+. Unfiltered leisure travel, Tastemade’s Struggle meals, and more.

Netflix says other publishers will be added over time.

This announcement comes after A Bloomberg A report this week found that Netflix is ​​struggling to retain fans between the first and second seasons of its top shows. The trend is said to have worried executives, though it’s largely explained by familiar reasons: high cancellation rates, long gaps between seasons, and inconsistent quality. The report notes that Netflix is ​​also facing a shift in consumers’ viewing habits, which… He sees the streaming device now competing with YouTube and TikTok – It can be said that it is as competitive as it is with traditional television networks now.

To appeal to viewers who are drawn to short-form videos, Netflix has already added a TikTok-style feature called “Clips” that lets users scroll through short snippets from its library. But while Clips is designed to steer viewers toward longer-form shows and movies, these new publisher deals go in the other direction, bringing short-form content to the platform in its own right.

“Members don’t want to just watch a show or movie and move on — they want to continue exploring the stories and characters they love long after the final credits have rolled. These partnerships help us deepen the fanbase and create more ways for members to carry these stories with them throughout their day. male John Derderian, Netflix’s vice president of animated series + children’s and family programming, is overseeing this project.