As Netflix looks for new ways to keep viewers engaged amid signs of slowing engagement, the streaming giant appears to be exploring another avenue: live TV channels.
According to The Wall Street JournalNetflix is considering launching live channels that stream content continuously, giving subscribers something to tune into 24/7. Instead of committing to binge-worthy dramas like “Avatar: The Last Airbender” or the newest thriller “I Will Find You,” subscribers could leave a channel running in the background for hours of entertainment.
The move would put Netflix in more direct competition with free, ad-supported streaming services like Pluto TV and Tubi. It could also provide a substantial boost to Netflix’s advertising business, since live programming typically doesn’t allow viewers to skip commercials.
The WSJ also reports that Netflix is exploring bundles, similar to offerings from Apple and Amazon. Peacock is among the services being discussed as a potential partner, according to people familiar with the matter.
Netflix did not immediately respond to our request for comment.
The reported plans come as Netflix has made other moves to increase viewer engagement. Recently, the company has experimented with short-form videos, video podcasts and a new game app for kids to increase viewership.
Earlier this week, Bloomberg reported that the company was growing concerned about declining audiences between the first and second seasons of many of its original shows, raising questions about its ability to sustain long-term hits. Additionally, Netflix’s share of total viewership has also declined. According to Nielsenthe streamer accounted for 7.8% of viewership in April.
Additional, Variety reported on Friday that Netflix is in talks to buy Letterboxd, the popular social networking platform for movie fans.
