Netflix is expanding further into short-form video, an area led by TikTok and YouTube, by signing licensing agreements with several major American media companies to offer brief clips on its service. The platform has reached deals with outlets such as Penske Media, BuzzFeed Studios, Conde Nast, Hearst Magazines and People Inc. to include news, lifestyle, celebrity and instructional videos. Variety, owned by Penske Media, reported the agreements and will contribute material. Hearst verified the partnership but offered no further specifics. The videos, lasting from two to over 20 minutes, will start appearing on August 3 for users in the United States, Canada, the United Kingdom, Ireland, Australia and New Zealand. Brands featured include Vanity Fair, Vogue, Rolling Stone, Bon Appetit, People and Variety, with series such as Vanity Fair’s Lie Detector and BuzzFeed’s 30 Questions. Netflix vice president John Derderian noted that viewers seek ongoing engagement with stories and figures beyond initial viewing. The move follows increased competition, as YouTube overtook Netflix in daily viewing time in 2025 and TikTok narrowed the difference earlier. Netflix has responded with a vertical video feed similar to TikTok and additions like games and live events. Data indicate some viewers are dropping series before a second season, suggesting shifts away from traditional binge viewing.
