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Netflix is reportedly considering the introduction of ‘always on’ live TV channels for its service, muscling into areas dominated by regular broadcast/cable and AVOD services like Pluto TV and Tubi.
The Wall Street Journal (via Biggo) broke the news, indicating that Netflix is growing concerned with its engagement metrics. Factors like total time users spend consuming content and completion rates for movies and TV series are under scrutiny.
That’s how we got the report the other day of multiple new Netflix series seeing large drops in their second seasons. There seems to be declining viewer engagement among subscribers, increasing the risk of subscription cancellations.
Stock price in the company has fallen roughly 40% over the past year on the New York Stock Exchange despite Netflix maintaining its position as the streaming industry leader.
One attempt to drive up engagement is this live channels idea, but doing so could alter Netflix’s existing service identity, which was built on simplicity and a focus of an on-demand library.
Another is examining plans to bundle competitors’ subscription products on its own platform, much like Amazon and Apple have been doing for years.
Netflix has already begun expanding to include video podcasts and YouTube creator content, along with short-form video content, while sports broadcasting rights are also under consideration.
Despite concern over engagement, Netflix’s annual business review in Spring 2026 showed revenue growth and industry-low customer churn.
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