Netflix is making a strategic push into short-form video territory, a domain long dominated by TikTok and YouTube, by striking licensing deals with a slate of major US media publishers. The streaming giant has signed agreements with Penske Media, BuzzFeed Studios, Conde Nast, Hearst Magazines and People Inc. to feature a range of news, lifestyle, celebrity and how-to video programming. The deal was reported on Tuesday by entertainment news outlet Variety, which is owned by Penske Media and will itself contribute content as part of the arrangement. Hearst confirmed the deal with AFP but did not provide additional details.
Content Details and Rollout
The licensed content spans episodes ranging from approximately two minutes to 20 minutes or more. It is set to begin rolling out on August 3 for subscribers in the United States, Canada, the United Kingdom, Ireland, Australia and New Zealand. The agreements bring well-known digital and print media brands onto Netflix's platform, including Vanity Fair, Vogue, Rolling Stone, Bon Appetit, People and Variety. Popular series covered by the deals include Vanity Fair's "Lie Detector," BuzzFeed's "30 Questions," and Variety's "Know Their Lines?"
Netflix's Strategic Rationale
"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, explaining the company's motivation behind the publisher push.
Competitive Pressure from Short-Form Rivals
The move comes as Netflix faces mounting pressure from platforms that have reshaped how audiences consume video. According to research firm Digital i cited in TechCrunch, YouTube surpassed Netflix in average daily viewing time in 2025. TikTok began closing the gap as early as 2024, when US adults were spending nearly as much time on the app as on Netflix, according to eMarketer data. Netflix has acknowledged the competitive threat with a recent product redesign that added a TikTok-style vertical video feed. The company has also expanded into video games, podcasts and live events.
Changing Viewer Habits
Internal data reported by Bloomberg showed that viewers are increasingly abandoning popular shows before a second season, a sign that Netflix's signature binge model may be losing ground to content habits cultivated by short-form rivals. The licensing deals represent Netflix's latest effort to adapt to evolving viewer preferences and retain subscriber engagement.
