The company that helped move audiences away from traditional TV could soon borrow one of television’s oldest ideas.
Netflix is reportedly considering always-on TV channels, giving subscribers scheduled programming they can join at any time rather than selecting content on demand. The Wall Street Journal reported that executives discussed the idea during an internal shareholder meeting as part of broader efforts to boost engagement through streaming bundles despite slowing subscriber growth.
The reported plans point to a broader effort to increase engagement as competition for viewing time grows. Rather than relying solely on major releases to bring audiences back, Netflix appears to be exploring features that encourage more routine viewing.
A new kind of Netflix?
One proposal reportedly under consideration would introduce linear streaming to a platform best known for video-on-demand. Rather than browsing Netflix’s catalog, subscribers could tune into channels that continuously air scheduled programming, joining whatever is currently playing.
The Wall Street Journal also reported that executives discussed bundling streaming platforms inside Netflix. That move could place Netflix on the same turf as Apple TV+ and Prime Video. Peacock was reportedly discussed as a possible partner.
While the ideas point to a broader product strategy, they remain internal discussions rather than confirmed items on the roadmap.
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Why is Netflix thinking about this now?
While the streaming giant continues to add paying customers, The Wall Street Journal reported that over the past 12 months, Netflix shares have fallen 40%. Data from Nielsen also says that in April, Netflix TV viewership fell to 7.8%.
That shift helps explain why executives are reportedly exploring these features. Always-on channels could keep something playing at any time. At the same time, streaming bundles may give subscribers another reason to open Netflix even when they are looking for content from another service.
Netflix’s bigger plans
Taken together, the reported initiatives point to a Netflix that is a bit of everything when it comes to streaming. TechCrunch also reported the company recently experimented with short-form videos, podcasts, and a gaming app for kids.
While it remains unclear which ideas, if any, will reach subscribers, the discussions indicate that Netflix is reconsidering how people interact with the service. The goal is no longer simply to offer the biggest catalog, but to become the place viewers open first, regardless of what they plan to watch.
The strategy could increase viewing time, strengthen retention, and create more opportunities for advertising and partnerships.
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