Netflix is pushing further into short-form video, signing licensing deals with digital publishers as YouTube and TikTok compete for daily viewing habits.
The streamer is bringing videos from BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc., Tastemade, and Penske Media brands into its app, covering news, lifestyle, celebrity, food, travel, fashion, entertainment, design, wellness, and how-to programming.
The rollout is set to begin on August 3 in the United States, Canada, the United Kingdom, Ireland, Australia, and New Zealand. Reports said the videos will run from around two to three minutes to 20 minutes or more, with content from Vanity Fair, Vogue, Rolling Stone, Bon Appétit, People, Variety, Cosmopolitan, The Hollywood Reporter, Architectural Digest, and Eater.
Covered formats include Vanity Fair’s “Lie Detector,” BuzzFeed Celeb’s “30 Questions,” and Variety’s “Know Their Lines?” Eater said hundreds of its new, recent, and archival videos will appear on the Netflix homepage in the six launch markets while remaining on its existing platforms.
“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,” said John Derderian, Netflix’s vice president of animation series and kids and family TV.
The growing appeal of short-form video is also reflected in PGMN’s content strategy, where bite-sized videos play a key role in its overall digital output. PGMN reported more than 443 million views and 41 million engagements across its major platforms from May 1 to June 29, with short-form content contributing significantly to that reach and demonstrating how concise, direct formats can drive strong audience engagement.
Netflix is making the move while YouTube leads US TV viewing by distributor. Nielsen reported that YouTube held 13.4% of total TV watch-time in April 2026. Business Insider reported Netflix at 7.8% for the same period.
