Looking for new ways to keep viewers engaged even amid signs of slowing engagement, Netflix appears to be exploring another avenue: an always-on live TV channel.
According to The Wall Street Journal, Netflix is considering launching a live channel that will continuously stream content, giving subscribers something to watch 24/7. Instead of watching binge-worthy dramas like “Avatar: The Last Airbender” or the latest thriller “I Will Find You,” subscribers can leave the channel running in the background for hours.
The move will put Netflix in more direct competition with free, ad-supported streaming services like Pluto TV and Tubi. It could also provide a meaningful boost to Netflix’s advertising business, since live programming typically doesn’t allow viewers to skip ads.
WSJ also reported that Netflix is exploring bundles similar to offerings from Apple and Amazon. Peacock is one of 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 taken other steps to increase viewer engagement. Recently, the company has experimented with short-form videos, video podcasts, and a new gaming app for kids to boost viewership.
Earlier this week, Bloomberg reported that the company has become increasingly concerned about audience decline between the first and second seasons of many of its original shows, raising questions about its ability to maintain long-term hits. In addition, Netflix’s share of total TV viewing also fell. According to Nielsen, the streamer’s TV viewership in April was 7.8%.
Additionally, Variety reported on Friday that Netflix is in talks to acquire Letterboxd, a social platform popular with movie fans.
