Netflix is further expanding the mix of content available on its platform through licensing partnerships with a range of top publishers, including Variety and other brands in Penske Media’s PMX unit, as well as BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc. and Tastemade.
The deal calls for Netflix to carry a selection of top video content from the print and digital publishing groups starting Aug. 3. The streaming giant has teamed with prominent outlets that produce news, feature, lifestyle and how-to video content that complements Netflix’s vast menu of scripted and unscripted material available to its subscribers in the U.S., Canada, U.K., Ireland, Australia and New Zealand.
Among the Variety-produced series to be featured are the popular “How Well Do They Know?” which challenges actors, musicians and others to identify their dialogue or lyrics from past performances. Netflix plans to program a range of genres and formats and episode lengths ranging from 2-3 minutes to 20 minutes or more.
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,” Netflix said in announcing the “fan-favorite” content push. Other PMX brands represented in the licensing deal include Billboard, Eater, Indiewire, Rolling Stone and The Hollywood Reporter.
