Netflix signs short-form content deals with major US publishers

ISLAMABAD: Netflix has expanded its move into short-form video by signing licensing agreements with several major US media companies to bring shorter news, lifestyle, celebrity and instructional videos to its platform.

The streaming company has reached deals with Penske Media, BuzzFeed Studios, Conde Nast, Hearst Magazines and People Inc. The arrangement will add content from well-known media brands including Vanity Fair, Vogue, Rolling Stone, Bon Appetit, People and Variety.

The programming will begin rolling out on August 3 for subscribers in the United States, Canada, the United Kingdom, Ireland, Australia and New Zealand. The videos are expected to range from episodes of about two minutes to more than 20 minutes.

Among the titles included in the agreements are Vanity Fair's Lie Detector, BuzzFeed's 30 Questions, and Variety's Know Their Lines? The deal was first reported on Tuesday by entertainment outlet Variety, which is owned by Penske Media and is also part of the content arrangement. Hearst confirmed its agreement with Netflix to AFP, although it did not disclose further details.

Push into changing viewing habits

The new deals come as Netflix faces stronger competition from platforms that have reshaped how people watch video, especially TikTok and YouTube. YouTube overtook Netflix in average daily viewing time in 2025, citing research firm Digital i as referenced by TechCrunch.

TikTok had already narrowed the gap in 2024, when US adults were spending nearly as much time on the app as they were on Netflix, according to eMarketer data.

Netflix has recently responded to that pressure with product changes and broader expansion beyond its traditional streaming model. The company introduced a redesigned interface that includes a TikTok-style vertical video feed, and it has also moved into video games, podcasts and live events.

John Derderian, Netflix's vice president of animation series and kids and family TV, said the strategy reflects audience interest in extending engagement beyond full-length programming.

Internal data reported by Bloomberg shows that viewers are increasingly dropping popular series before a second season, a sign that Netflix's long-established binge-watching model may be losing momentum against viewing habits shaped by short-form platforms.