Netflix considers live TV, bundles in bid to win back viewer attention

Netflix is exploring major changes to its streaming strategy, including adding live television channels and bundling rival streaming services, as the company faces growing pressure to keep viewers engaged in an increasingly competitive market, The Wall Street Journal writes.

The world’s largest subscription streaming platform remains profitable and continues to attract audiences with hit shows such as Bridgerton and Stranger Things. However, executives have become increasingly concerned about declining subscriber engagement — a key measure of how often and how long users watch content.

According to people familiar with internal discussions, Netflix has been considering the introduction of continuously streaming channels featuring selected programmes, films or genre-based content. The company is also exploring partnerships that would allow subscribers to access other streaming services, including NBCUniversal’s Peacock, directly through Netflix’s platform.

The potential shift marks a departure from Netflix’s long-standing focus on a simple, on-demand viewing model promoted by co-founder Reed Hastings. The company now faces stronger competition from rivals such as Disney, HBO Max and YouTube, as well as free, ad-supported platforms including Tubi and the Roku Channel, which offer traditional linear channels and casual viewing options.

Netflix’s shares have fallen by more than 40% over the past year, while the company’s share of US television viewing dropped to 7.8% in April, according to Nielsen. Investors have raised concerns that audience growth may be slowing and that engagement levels in key markets could have reached their peak.

The company has already adjusted its strategy by introducing an advertising-supported subscription tier and expanding into lower-cost content, including video podcasts and short-form videos from publishers such as BuzzFeed and Condé Nast.

Netflix is also seeking more live programming opportunities. In France, it has partnered with broadcaster TF1 to provide subscribers with access to news and other television content, and executives are considering similar deals in Europe and Latin America.

The streaming giant is also reportedly evaluating bids for broadcasting rights to the 2030 and 2034 FIFA World Cups, although executives have said they do not intend to compete in costly bidding wars for major sports seasons.

Live programming could strengthen Netflix’s advertising business, which generated around $1.5 billion last year. The company expects advertising revenue to double in 2026, and live content could provide a new source of growth because viewers are less likely to skip commercials during broadcasts.

By Aghakazim Guliyev