Streaming giants Netflix and Apple TV shift content strategies

Streaming platforms are shifting their content strategies to capture different audience segments. Netflix is investing approximately $1 billion, or 5% of its $20 billion content budget, into live programming. While executives acknowledge that live broadcasts currently account for only about 1% of total viewing hours, the strategy focuses on monetization and subscriber acquisition. Greg Peters noted that live events are highly effective for advertising and driving new memberships, with six of the ten strongest registration days over the last five years coinciding with live events.

Meanwhile, Apple TV is expanding its original programming lineup. The service has released a trailer for the Australian thriller ‘Last Seen’, set to premiere in September 2026. Additionally, creator Vince Gilligan confirmed that the writing team for his series ‘Pluribus’ has completed the story outline for a second season, with filming expected to begin within one to two months. The platform is also preparing the fifth season of the animated series ‘Stillwater’ for release in August 2026.