Netflix has closed several deals with top publishers (both print and digital media) in the US market in order to add short-form themed content to the OTT’s platform. The publishing companies involved are Penske Media Corporation, BuzzFeed, Condé Nast, Hearst Magazines, People Inc. and Tastemade. Among the most important media outlets included in the agreements, it is worth mentioning the following: The Hollywood Reporter, Billboard, Eater, Indiewire, Rolling Stone, Variety, Tasty, Vogue, Wired, House & Garden, Glamour, Bon Appetit, Cosmopolitan, Elle, People, Travel+Leisure, Food & Wine and Tastemade. According to Netflix sources, other similar partnerships will be announced in the future.

The shows, which will be available as from next August, focus on topics such as travel inspiration, music, cooking ideas, fashion trends, celebrity profiles and gardening tips. In a first stage, the new content will reach only a few English-speaking countries: United States, Canada, United Kingdom, Ireland, Australia and New Zealand. The runtimes of the clips will range from 3 to 20 minutes.

The move is aligned with two of the latest decisions made by Netflix as far as content is concerned: the inclusion of podcasts and the addition of short vertical-format content. The aim behind these initiatives is to the user to choose Netflix not only to watch series and movies, but also to enjoy short videos that can be consumed quickly and that are easily digestible, also known as snack content. They are designed to compete with TikTok, Instagram, YouTube and other similar platforms.

“These partnerships help us deepen fandom and create more ways for members to carry those stories with them throughout their day,” said Netflix Content Vice President John Derderian.