Netflix is continuing to stretch the definition of a streaming service, adding short form videos from some of the world’s biggest digital publishers to its growing entertainment lineup.
The move brings everything from celebrity interviews and cooking tutorials to travel guides and fashion content onto the platform, continuing Netflix’s push beyond traditional TV and film.
Netflix has announced partnerships with major digital publishers including BuzzFeed Studios, Condé Nast, Hearst Magazines, Penske Media’s PMX brands, People Inc. and Tastemade, with videos rolling out to members in Australia and several other English-speaking markets.
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From Entertainment Weekly cast reunions to Vogue’s celebrity interviews, Netflix is expanding its lineup with publisher created videos from August (images – supplied)
The collection spans food, travel, fashion, entertainment, design, wellness and more, featuring both popular archival content and ongoing series including Tasty Recipes, Vanity Fair’s Lie Detector, Architectural Digest’s Walking Tour, Variety’s How Well Do They Know? and many more.
The move is the latest step in Netflix’s broader strategy to become a destination for more than scripted series and films, following recent investments in games, live events, podcasts and mobile clips.
Videos will range from quick three minute bites to episodes of around 20 minutes, appearing directly on the Netflix homepage alongside the service’s existing catalogue.
John Derderian, Vice President, Animation Series and Kids & Family TV at Netflix, said the partnerships are designed to help audiences stay connected with the stories, personalities and brands they already enjoy beyond the credits of a show or film.
“Members don’t just want to watch a show or film and move on. They want to keep exploring the stories and personalities they love long after the final credits roll.”
Netflix says additional publishing partners will be announced in future as it continues to broaden the range of content available on the platform.
The first wave of publisher videos arrives on Netflix in Australia from 3 August.
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