Netflix will add short-form video content to its service supplied by brands under BuzzFeed Studios, Conde Nast, Hearst Magazines, People, Tastemade and Penske Media PMX.

TechCrunch reported on Monday that Netflix will offer the videos from Aug. 3 to subscribers in the United States, Canada, Britain, Ireland, Australia and New Zealand.

The videos range from 2 to 3 minutes to more than 20 minutes. TechCrunch said the move tests how much Netflix users seek web-centric short-form content such as news and lifestyle programming.

Netflix plans to add content from other publishers in stages.

Netflix is widening its experiments to short videos after live content, video games and video podcasts.

Netflix has already introduced a Clips feature that lets users swipe through short scenes and move on to longer dramas or films. TechCrunch said the new partnership, unlike that kind of funnel feature, is an attempt to offer short videos themselves as standalone content.

Netflix is struggling to keep viewers engaged between seasons 1 and 2 of popular series. That is attributed to high cancellation rates, long gaps between seasons, uneven quality and a shift in viewing habits to YouTube and TikTok.

John Derderian (존 더더리언), vice president of Netflix's Animation Series, Kids and Family TV division who oversees the project, said subscribers want to keep exploring their favorite stories and characters even after a title ends. He described the partnership as a way to deepen fandom and increase touchpoints with content.