Netflix is further expanding the mix of content available on its platform through licensing partnerships with a variety of major publishers, including Variety and other brands from Penske Media’s PMX unit, as well as BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc. and Tastemade. The agreement calls for Netflix to stream a selection of the
Netflix is further expanding the mix of content available on its platform through licensing partnerships with a variety of major publishers, including Variety and other brands from Penske Media’s PMX unit, as well as BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc. and Tastemade.
The agreement calls for Netflix to stream a selection of the best video content from the print and digital publishing groups starting August 3. The streaming giant has partnered with prominent media outlets that produce news, features, lifestyle and how-to video content that complements Netflix’s vast menu of scripted and unscripted material available to its subscribers in the US, Canada, UK, Ireland, Australia and New Zealand.
among the Variety-The produced series that will be presented 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 schedule a variety of genres and formats and episode lengths ranging from 2-3 minutes to 20 minutes or more.
The goal is to “deliver 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 push for “fan-favorite” content. Other PMX brands represented in the licensing deal include Billboard, Eater, Indiewire, Rolling Stone and The Hollywood Reporter.
“Members don’t just want to watch a show or movie and move on; they want to keep exploring the stories and personalities they love long after the final credits roll,” said John Derderian, vice president of children’s and family television and animated series at Netflix. “These partnerships help us deepen the fandom and create more ways for members to carry those stories with them throughout the day.”
The licensing pact comes as Netflix is steadily diversifying its offerings with video games, podcasts and live events. Variety has significantly expanded its range of video content and social videos in recent years.
Publishing brands represented in the deal also include:
- BuzzFeed Studios: A*Pop, BuzzFeed Celeb, Cocoa Butter, Pero Like and Tasty
- Condé Nast: Allure, Architectural Digest (AD), Bon Appétit, Condé Nast Traveler, 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.: Weekly entertainment, food and wine, InStyle, people, travel and leisure
- done with taste
Among the programs covered by the pact are:
- BuzzFeed Celeb’s “30 Questions”
- Vanity Fair’s “lie detector”
- AD “Walking Tour”
- Elle’s “Where’s the Lie”?
- Harper’s Bazaar’s “Burning Questions”
- Billboard’s “24 Hours With”
- “My life in images” of people
- “Travel without filter” by Travel + Leisure
- Tastemade’s “fighting meals”
- “How well do they know?” from Variety.
(Pictured above: actor Keke Palmer in a special appearance on Variety‘s “How well do you know your lines?” series in March)
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