Your Netflix Homepage Is About to Look a Lot More Like YouTube

Starting August 3rd, Netflix subscribers in the US, Canada, the UK, Ireland, Australia, and New Zealand will start seeing short-form videos from some of the internet's biggest publishers pop up right on their homepage.

Each publisher is bringing a handful of its own brands into the deal:

• Condé Nast: Vogue, Teen Vogue, Wired, Bon Appétit, Glamour, Architectural Digest, and Vanity Fair
• Hearst: Cosmopolitan, Elle, Good Housekeeping, and Delish
• People Inc: Entertainment Weekly, InStyle, and Food & Wine
• BuzzFeed: Tasty, Cocoa Butter, Pero Like, and A*Pop

Specific shows are already locked in, too:

• BuzzFeed Celeb's "30 Questions"
• Vanity Fair's "Lie Detector"
• Architectural Digest's "Walking Tour"
• Elle's "Where Is the Lie"
• Variety's "Know Their Lines?"
• People's "My Life in Pictures"
• Tastemade's "Struggle Meals"

Per TechCrunch, Netflix said additional publishers will get added down the line, so this initial roster will keep growing.

Runtimes range from about 2 minutes to over 20, so the format is closer to what you'd scroll through on YouTube than a typical Netflix episode. The videos launch August 3rd for subscribers in the US, Canada, the UK, Ireland, Australia, and New Zealand, and Netflix says everything will live right on the homepage, no separate app or hidden menu required.

Netflix has been chasing viewers who spend their downtime on YouTube and TikTok rather than settling in for a full episode. Earlier this year, the company launched Clips, a swipeable feed of short snippets pulled from its own catalog, but that feature is built to funnel people toward full shows. This deal works differently: the short-form content stands on its own, with no upsell attached.

John Derderian, Netflix's VP of animation series and kids and family TV, is leading the project. Per The Hollywood Reporter, he framed the deal around fandom, saying members want to keep following the stories and people they're into even after they've finished watching something, and this content gives them a way to do that throughout the day.

It also fits a pattern Netflix has been building for years, adding live sports, boxing, football, games, and podcasts on top of its original programming. Netflix hasn't detailed the revenue split with publishers or exactly how the content will be surfaced within the app once it launches on August 3rd.

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