Netflix dabbles in shorter video content with its new set of publisher deals with Variety, others
Netflix is again experimenting with new types of content on its streaming service, as the binge model has grown dated. After expanding its service to include live content, video games, and, more recently, video podcasts, the streamer is now adding video content from publishers such as BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc., Tastemade, and various Penske Media PMX brands, like Variety, THR, Billboard, Eater, Rolling Stone, and Indiewire. Starting August 3, Netflix will offer video content from these publishers to subscribers in the U.S., Canada, the U.K., Ireland, Australia, and New Zealand, according to Netflix and other reports released on Tuesday by Netflix’s deal partners like Variety, Billboard, THR, Rolling Stone, and others. The new videos will vary widely in length — some run just 2 to 3 minutes, while others stretch past 20, the partners said. For Netflix, the deal is a low-risk way to test whether its audience has an appetite for the kind of content that’s typically native to the web, such as news, lifestyle, how-tos, and other short-form formats …
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