Netflix explores live TV channels and streaming bundles

Netflix is considering a significant strategic shift that could see the streaming giant introduce live, linear television channels and bundles of rival services, according to multiple reports. The discussions, reportedly held among company executives, are driven by concerns over declining viewer engagement, a key metric that measures how long and how often subscribers watch content.

While Netflix remains the industry leader in subscription streaming and maintains a low customer cancellation rate, internal data reportedly shows early signs that users are spending less time on the platform and are less likely to finish series. This trend is seen as a potential risk to long-term subscriber retention and advertising revenue. The company's share of U.S. television viewing fell to 7.8 percent in April, its lowest level since May 2025, and its stock price has declined more than 40 percent over the past year.

In response, executives have debated adding always-on live channels that would continuously stream content based on specific genres or shows, mimicking a traditional broadcast or cable model. The goal is to reduce viewer decision fatigue and keep them watching. Separately, the...