Netflix has signed licensing agreements with a group of major publishers to carry a selection of their video content on the streaming platform, starting 3 August.
The deal brings video programming from Variety and other Penske Media Corporation brands in the PMX unit, as well as BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc. and Tastemade, to Netflix subscribers in the US, Canada, UK, Ireland, Australia and New Zealand.
“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,” said John Derderian, Netflix’s vice president of animation series and kids & family TV.
“These partnerships help us deepen fandom and create more ways for members to carry those stories with them throughout their day.”
Keke Palmer
What’s included
The licensed content spans news, features, lifestyle, and how-to videos, with episode lengths ranging from 2 to 3 minutes to 20 minutes or more.
Variety’s contribution includes “Know Their Lines?”, a series that challenges actors, musicians, and other public figures to identify their own past dialogue or lyrics.
Other PMX brands represented in the deal include Billboard, Eater, Indiewire, Rolling Stone and The Hollywood Reporter.
Additional programs covered by the agreement include BuzzFeed Celeb’s “30 Questions,” Vanity Fair’s “Lie Detector,” Architectural Digest’s “Walking Tour,” Elle’s “Where Is the Lie,” Harper’s Bazaar’s “Burning Questions,” Billboard’s “24 Hrs With,” People’s “My Life in Pictures,” Travel + Leisure’s “Travel Unfiltered” and Tastemade’s “Struggle Meals.”
Netflix said the goal is to “offer new ways to discover travel inspiration, cooking ideas, fashion trends, celebrity profiles, home and gardening tips, viral conversations, and more.”
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Publisher brands involved
• BuzzFeed Studios: A*Pop, BuzzFeed Celeb, Cocoa Butter, Pero Like and Tasty
• Condé Nast: Allure, Architectural Digest, Bon Appétit, Condé Nast Traveller, Epicurious, Glamour, House & Garden, Self, Teen Vogue, Vanity Fair, Vogue, Wired and World of Interiors
• Hearst Magazines: Cosmopolitan, Elle, Harper’s Bazaar, Seventeen, Women’s Health, Town & Country, Delish and Good Housekeeping
• People Inc.: Entertainment Weekly, Food & Wine, InStyle, People and Travel + Leisure
• Tastemade
The licensing pact is the latest step in Netflix’s push to diversify its content mix beyond scripted and unscripted programming, following recent expansions into video games, podcasts and live events.