Netflix Recruits Vogue, BuzzFeed, and Variety in Bid to Outscroll YouTube

Netflix is moving to challenge YouTube’s dominance on the living-room screen by signing licensing deals with major digital publishers and launching short-form programming. The service has agreements with Penske Media, BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc., and Tastemade, with streaming beginning August 3 in six English-speaking markets. Netflix says the collection will feature professionally produced series from brands subscribers already follow, with episodes spanning entertainment, fashion, food, travel, and lifestyle. Content will include both archived and newly produced episodes, ranging from about two minutes to more than twenty. The rollout is tied to Netflix’s push as YouTube commands 13.4% of US TV viewing minutes versus Netflix’s 7.8%. Netflix VP John Derderian oversees the partnerships, and the company has not announced timing for expansion beyond launch regions.