Netflix Considers Live TV Channels and Subscription Bundles to Boost Engagement

Netflix is confronting a decline in subscriber engagement, with Nielsen data showing its share of U.S. TV viewing fell to 7.8 % in April – the lowest level since May 2025. The company’s executives have discussed adding always‑on live TV channels that would continuously stream genre‑specific movies and series, a move that would put Netflix in direct competition with free, ad‑supported services such as Pluto TV and Tubi and could generate more predictable advertising revenue. At the same time, Netflix is exploring the sale of third‑party streaming subscriptions, including NBCUniversal’s Peacock, through its own app, turning the platform into a hub for multiple services. The strategy follows recent experiments with short‑form video, video podcasts, a new sports‑rights push and a partnership that streams TF1’s linear channels in France. Analysts note that the stock has lost roughly half its value since its peak and is near a bear‑market threshold, making the proposed pivot a potentially crucial step to revive viewing time, stabilize revenue, and counter competitive pressure from rivals such as Disney+ and Prime Video.