Netflix is making one of its biggest changes in years by bringing short-form videos to its streaming platform in a move that puts it in more direct competition with YouTube.
Starting August 3, subscribers in the United States, Canada, the United Kingdom, Ireland, Australia and New Zealand will be able to watch short videos from major digital publishers, including BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc., Tastemade, and Penske Media brands such as Variety, Billboard, Rolling Stone, The Hollywood Reporter, IndieWire, and Eater.
The new programming will range from two to more than 20 minutes, covering entertainment, celebrity interviews, food, fashion, travel, wellness, design and lifestyle.
Popular series joining the platform include Vanity Fair’s Lie Detector Test, Architectural Digest’s Open Door, BuzzFeed Celeb’s 30 Questions, People’s My Life in Pictures, and Billboard’s 24 Hours.
The move marks another step in Netflix’s strategy to expand beyond traditional films and television series.
In recent years, the company has introduced live events, video games, video podcasts and mobile features designed to help users discover content more quickly.
Rather than replacing its original movies and shows, Netflix says the publisher partnerships are designed to give subscribers more ways to explore the personalities, stories and topics they already enjoy while keeping them engaged on the platform throughout the day.
Industry analysts see the move as Netflix’s latest attempt to compete for viewers’ attention in an era dominated by YouTube, TikTok and other platforms built around short-form content.
If the rollout proves successful, the streaming giant is expected to add more publishing partners in the future.