Netflix is expanding its library of short-form videos as it looks to compete more directly with YouTube and keep viewers engaged throughout the day.
Starting in August, the streaming platform will add licensed videos between 3 and 20 minutes long from major publishers including BuzzFeed Studios, Condé Nast, Hearst Magazines, Penske Media, and People Inc. The content will feature brands such as Bon Appétit, Cosmopolitan, Variety, Vogue, and The Hollywood Reporter, covering topics like food, travel, fashion, and entertainment.
The move comes as YouTube continues to dominate TV viewing. According to Nielsen, YouTube accounted for 13.4% of U.S. TV viewing in April 2026, compared with Netflix's 7.8%.
Entertainment analyst Brandon Katz said the strategy is "straight out of the YouTube handbook," allowing Netflix to boost engagement with lower-cost content instead of relying solely on expensive original productions.
Netflix has also reportedly become more flexible with licensing agreements, no longer requiring creators and publishers to remove their shows from YouTube in order to appear on Netflix. That shift could make it easier to attract popular creators while letting them maintain their existing YouTube audiences.