Netflix May Be Preparing to Launch Always-On Live TV Channels

As Netflix looks for fresh ways to keep subscribers engaged amid signs of slowing viewer activity, the streaming giant is reportedly considering another major expansion: introducing always-on live TV channels.

According to a report from The Wall Street Journal, Netflix is evaluating the launch of live channels that stream programming around the clock, giving subscribers content they can tune in to at any time. Instead of choosing a specific series to binge, such as Avatar: The Last Airbender or the latest thriller, I Will Find You, viewers could leave a live channel playing in the background for ongoing entertainment.

Such a move would place Netflix in more direct competition with free ad-supported streaming television (FAST) platforms like Pluto TV and Tubi, which already offer curated live channels. It could also strengthen Netflix’s advertising business, as live programming generally limits viewers’ ability to skip commercial breaks.

The Wall Street Journal also reported that Netflix is exploring bundled subscription offerings similar to packages available through Apple and Amazon. People familiar with the discussions said NBCUniversal’s Peacock is among the streaming services being considered as a potential partner in those bundles.

The initiative comes as the company continues to experiment with ways to increase engagement across its platform. In recent months, Netflix has tested short-form video content, video podcasts, and a dedicated gaming app for children in an effort to attract and retain more viewers.

Earlier this week, Bloomberg reported that Netflix has grown increasingly concerned about audience declines between the first and second seasons of many of its original series, raising questions about its ability to produce long-term hit shows consistently. The company’s overall share of television viewing has also slipped. According to Nielsen, Netflix accounted for 7.8% of total TV viewing during April.

Meanwhile, Variety reported on Friday that Netflix is also in discussions to acquire Letterboxd, the popular social platform for movie enthusiasts, signalling the company’s continued interest in expanding beyond traditional video streaming.