Netflix dabbles in shorter video content with its new set of publisher deals with Variety, others

Netflix 涉足短视频内容，与 Variety 等出版商达成新合作

Netflix is again experimenting with new types of content on its streaming service, as the binge model has grown dated. After expanding its service to include live content, video games, and, more recently, video podcasts, the streamer is now adding video content from publishers such as BuzzFeed Studios, Condé Nast, Hearst Magazines, People Inc., Tastemade, and various Penske Media PMX brands, like Variety, THR, Billboard, Eater, Rolling Stone, and IndieWire.

随着“刷剧”模式逐渐过时，Netflix 再次在其流媒体服务上尝试新型内容。在将服务扩展至直播内容、视频游戏以及近期的视频播客后，这家流媒体巨头现在又引入了来自 BuzzFeed Studios、康泰纳仕（Condé Nast）、赫斯特杂志（Hearst Magazines）、People Inc.、Tastemade 以及 Penske Media PMX 旗下多个品牌（如 Variety、THR、Billboard、Eater、Rolling Stone 和 IndieWire）的视频内容。

Starting August 3, Netflix will offer video content from these publishers to subscribers in the U.S., Canada, the U.K., Ireland, Australia, and New Zealand, according to Netflix and other reports released on Tuesday by Netflix’s deal partners like Variety, Billboard, THR, Rolling Stone, and others. The new videos will vary widely in length — some run just two to three minutes, while others stretch past 20, the partners said.

据 Netflix 以及 Variety、Billboard、THR、Rolling Stone 等合作伙伴周二发布的报告显示，从 8 月 3 日起，Netflix 将向美国、加拿大、英国、爱尔兰、澳大利亚和新西兰的订阅用户提供这些出版商的视频内容。合作伙伴表示，这些新视频的时长差异很大——有的仅两到三分钟，有的则超过 20 分钟。

For Netflix, the deal is a low-risk way to test whether its audience has an appetite for the kind of content that’s typically native to the web, such as news, lifestyle, how-tos, and other short-form formats that tend to be cheaper and faster to produce than a scripted series. If it works, Netflix could eventually build similar content in-house, though the company hasn’t said that’s the plan.

对于 Netflix 而言，这项交易是一种低风险的测试方式，旨在观察其受众是否对典型的网络原生内容感兴趣，例如新闻、生活方式、操作指南以及其他制作成本更低、周期更短的短视频格式（相比剧本类剧集）。如果效果良好，Netflix 最终可能会在内部制作类似内容，尽管该公司尚未明确表示有此计划。

The lineup will include both licensed archival and ongoing series coming to Netflix, including BuzzFeed Celeb’s “30 Questions” and “Tasty”; Vanity Fair’s “Lie Detector Test” and “How Well Do They Know Each Other?”; AD’s “Walking Tour”; Elle’s “Where Is the Lie?”; Harper’s Bazaar’s “Burning Questions”; Billboard’s “24 Hours”; People’s “My Life in Pictures”; Travel + Leisure’s “Travel Unfiltered”; Tastemade’s “Struggle Meals”; and more. Netflix says other publishers will be added over time.

此次上线的内容既包括授权的存档视频，也包括正在更新的系列节目，例如 BuzzFeed Celeb 的《30 Questions》和《Tasty》；《名利场》（Vanity Fair）的《Lie Detector Test》和《How Well Do They Know Each Other?》；AD 的《Walking Tour》；《Elle》的《Where Is the Lie?》；《Harper’s Bazaar》的《Burning Questions》；Billboard 的《24 Hours》；《People》的《My Life in Pictures》；《Travel + Leisure》的《Travel Unfiltered》；Tastemade 的《Struggle Meals》等。Netflix 表示，未来还将引入更多出版商。

The announcement follows a Bloomberg report this week that found that Netflix is struggling to retain fans between the first and second seasons of top shows. That trend has reportedly worried executives, though it’s largely explained by familiar culprits: high cancellation rates, long gaps between seasons, and inconsistent quality. The report suggests that Netflix is also facing a shift in consumer viewing habits, which sees the streamer now competing with YouTube and TikTok — arguably as much as it competes with traditional TV networks now.

在此公告发布之前，彭博社本周的一篇报道指出，Netflix 在热门剧集第一季和第二季之间难以留住观众。据报道，这一趋势令高管们感到担忧，尽管这很大程度上可以归咎于一些常见原因：高取消率、季与季之间间隔过长以及内容质量不稳定。该报告还指出，Netflix 正面临消费者观看习惯的转变，这意味着它现在不仅要与传统电视网竞争，还要与 YouTube 和 TikTok 展开竞争。

To court viewers drawn to short-form video, Netflix already added a TikTok-style feature called “Clips” that lets users scroll through short snippets from its library. But where Clips is designed to funnel viewers toward longer shows and movies, these new publisher deals go the other direction, bringing short-form content onto the platform in its own right.

为了吸引喜欢短视频的观众，Netflix 此前已经增加了一个名为“Clips”的 TikTok 风格功能，允许用户浏览其片库中的短片段。但与“Clips”旨在将观众引导至长篇剧集和电影不同，这些新的出版商合作采取了相反的方向，直接将短视频内容作为独立产品引入平台。

“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. These partnerships help us deepen fandom and create more ways for members to carry those stories with them throughout their day,” stated John Derderian, Netflix VP of Animation Series + Kids & Family TV, who is overseeing this project.

负责该项目的 Netflix 动画系列及儿童与家庭电视副总裁 John Derderian 表示：“会员们不仅仅想看完一部剧或电影就结束——他们希望在片尾字幕滚动后，还能继续探索他们喜爱的故事和人物。这些合作有助于我们加深粉丝粘性，并为会员创造更多方式，让他们在日常生活中也能与这些故事相伴。”