Netflix Adds 2- to 20-Minute Publisher Videos in 6 Markets as It Chases YouTube, TikTok
Updated
Updated · TechCrunch · Jul 7
Netflix Adds 2- to 20-Minute Publisher Videos in 6 Markets as It Chases YouTube, TikTok
3 articles · Updated · TechCrunch · Jul 7
Summary
August 3 marks Netflix’s rollout of licensed short-form videos from BuzzFeed, Condé Nast, Hearst, People, Tastemade and Penske Media brands including Variety, THR, Billboard and Rolling Stone.
2- to 20-minute shows will span news, lifestyle, food and celebrity formats, using cheaper, faster-to-produce web-native programming as Netflix tests demand beyond scripted series.
Six markets — the U.S., Canada, the U.K., Ireland, Australia and New Zealand — will get both archival and ongoing series such as Tasty, Lie Detector Test, Walking Tour and Struggle Meals.
The move extends Netflix’s push beyond binge TV into live content, games and video podcasts, while going further than its Clips feature by bringing short-form viewing onto the platform itself.
Bloomberg reported this week that Netflix has struggled to keep viewers between seasons of major shows, underscoring pressure to hold attention as YouTube and TikTok reshape viewing habits.