Netflix Inc. (NASDAQ:NFLX) is expanding into short-form video, striking licensing deals with major U.S. publishers including Penske Media, BuzzFeed Inc. (NASDAQ:BZFD), Conde Nast, Hearst Magazines and People Inc.
The deal was reported on Tuesday by Variety, which is owned by Penske Media. Hearst confirmed the deal with Netflix to AFP but didn’t provide further details.
According to the report, content ranging from two minutes to more than 20 minutes will launch on Aug. 3 across the U.S., Canada, the U.K., Ireland, Australia and New Zealand. The lineup will feature brands including Vogue, Vanity Fair, Rolling Stone and Bon Appetit.
Viewing-Time Data Explains the Timing
John Derderian, Netflix’s vice president of animation series and kids and family TV, said, “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.”
The push in the short-form segment follows a shift in viewing habits. An analysis of 20 global markets showed average daily usage of Alphabet Inc.‘s (NASDAQ:GOOG) (NASDAQ:GOOGL) YouTube rose to 99.1 minutes in 2025 from 87.2 minutes in 2024, while Netflix’s fell to 93.4 minutes from 100.5 minutes.
The announcement also comes as the broader tech sector faces a sell-off. Netflix is expected to report earnings on Jul. 16.
Netflix rolled out a vertical video feed on its mobile app in April, aimed at capturing “snackable moments” and driving engagement across its more than 325 million subscribers.
Netflix did not immediately respond to Benzinga’s request for comment.
Trading Metrics, Technical Analysis
Netflix has a market capitalization of $320.78 billion, with a 52-week high of $129.50 and a 52-week low of $70.86.
The Relative Strength Index (RSI) of NFLX stands at 44.24.
Over the past 12 months, the stock of the California-based subscription streaming television service has declined by 16.28% year to date.
Price Action: NFLX rose 1.08% to $77 in premarket trading on Wednesday at the time of writing. The stock had closed at $76.18 on the previous day, gaining 0.21%, according to Benzinga Pro data.
Benzinga’s Edge Stock Rankings show that NFLX recorded a Quality Score of 91.84 and a Growth Score of 89.51. However, the platform’s analysis indicated a negative price trend across all time frames.
Photo courtesy: Daniel Avram / Shutterstock
Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.
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