Netflix expands short-form content library as YouTube widens lead in TV viewing

New Delhi: Netflix is expanding its short-form content offering to compete more aggressively with YouTube for viewer attention. According to media reports, the streaming platform has signed licensing agreements with publishers including BuzzFeed Studios, Condé Nast, Hearst Magazines, Penske Media and People Inc. to bring short-form videos to its app beginning in early August. The move will add videos ranging from three to 20 minutes from brands such as Bon Appétit, Cosmopolitan, The Hollywood Reporter, Variety, and Vogue, covering genres including food, travel, fashion, and lifestyle. The initiative comes as YouTube continues to strengthen its position in connected TV viewing. According to Nielsen, YouTube accounted for 13.4% of US television viewing in April 2026, compared with Netflix's 7.8%. As per media reports, Netflix has been increasing investments in video podcasts and vertical short-form content in an effort to make its platform more habit-forming and capture viewing time traditionally dominated by YouTube. The strategy closely mirrors YouTube's playbook by focusing on lower-cost, high-engagement programming rather than relying solely on expensive original productions. The report also noted that other streaming platforms have been experimenting with short-form content over the past year, aiming to encourage users to visit their apps more frequently throughout the day instead of limiting consumption to long-form evening viewing.