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.
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.
“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 long after the final credits roll,” said John Derderian, Netflix’s VP of animation series and kids & family TV. “These partnerships help us deepen fandom and create more ways for members to carry those stories with them throughout their day.”
The licensing pact comes as Netflix is steadily diversifying its lineup with video games, podcasts and live events. Variety has significantly expanded its slate of video and social video content in recent years.
Publishing brands represented in the deal also include:
(Pictured top: Actor Keke Palmer in a guest appearance on Variety‘s “How Well Do They Know Their Lines?” series in March)