Netflix is expanding its push into creator-led programming, with a slate of digital-first content from online publishers alongside a new partnership with the Stokes Twins, underscoring the streamer’s growing interest in internet-native talent and franchises.
Beginning August 3, Netflix members on all subscription tiers in the US, Canada, the UK, Ireland, Australia and New Zealand will be able to watch curated videos from a range of leading digital media brands without leaving the platform. The lineup spans food, travel, fashion, entertainment, design, wellness and lifestyle programming, with content ranging from three-minute clips to 20-minute episodes.
Participating publishers include BuzzFeed, Condé Nast, Hearst Magazines, PMX (a division of Penske Media), People Inc. and Tastemade. Series will feature a mix of licensed library content and new ongoing programming, including Architectural Digest’s Open Door, BuzzFeed’s I Draw, You Cook, Elle’s Where is the Lie, People’s My Life in Pictures and Tastemade’s Struggle Meals.
The move comes as Netflix continues to deepen its relationships with digital creators. On July 18, the platform will add an archive of popular videos from Alex and Alan Stokes, better known as the Stokes Twins, whose content has attracted nearly 100 billion views across social platforms and more than 160 million subscribers.
In addition to bringing their existing videos to the service, the Los Angeles-based creators are developing a new long-form Netflix series that is scheduled to premiere in 2027, marking an expansion of their storytelling beyond short-form social video.
“When we were kids, we didn’t always know how to fit in,” said Alan and Alex Stokes (pictured). “There were moments where we didn’t have a home, and when we first came to America, we didn’t even know how to speak the language. A camera became the way we connected with people before we fully had the words. We made videos to make other kids laugh, and somehow that turned into a community of hundreds of millions of people. To now bring that journey to Netflix is bigger than a show for us.”
