Netflix is reportedly exploring the launch of always-on live TV channels as it looks to increase viewer engagement and expand its streaming offering amid signs of slowing audience growth.
According to reports, the proposed channels would stream content continuously, allowing subscribers to tune in at any time without choosing individual shows or movies, creating a more traditional television-style viewing experience.
The move would place Netflix in more direct competition with free ad-supported streaming platforms such as Pluto TV and Tubi, while also creating additional opportunities to grow its advertising business through live programming.
Netflix is also reportedly considering subscription bundles with other streaming services, similar to offerings from Apple and Amazon, with Peacock said to be among the potential partners under discussion.
The company has not officially commented on the reports, but the plans align with its broader strategy of introducing new products and features to increase user engagement.
In recent months, Netflix has experimented with short-form video content, video podcasts and a dedicated gaming app for children as it seeks to encourage subscribers to spend more time on the platform.
The reported initiatives come amid growing concerns over declining viewer retention between the first and second seasons of many original Netflix series, raising questions about the platform’s ability to build long-term hit franchises.
Netflix has also seen its share of total television viewing decline, with Nielsen reporting that the streaming service accounted for 7.8% of TV viewing in April.
Separately, reports indicate that Netflix is in discussions to acquire movie-focused social platform Letterboxd, a move that could further strengthen its position within the entertainment and film community.
