Netflix is testing a new way to keep you watching: 24/7 live TV channels that run nonstop, like a cable network but for the streaming age. The move would let subscribers tune in anytime, without committing to a full series or movie.
How Netflix’s live TV channels could work
Instead of binge-watching shows like Avatar: The Last Airbender or I Will Find You, viewers could leave a channel playing in the background for hours. This mirrors free, ad-supported services like Pluto TV and Tubi, which already offer always-on programming.
For Netflix, the shift could supercharge its ad business. Live TV typically blocks fast-forwarding through commercials, making ads harder to skip—a win for advertisers and Netflix’s bottom line.
Netflix’s broader strategy to retain viewers
The reported live channels are part of a wider push to keep audiences engaged. Netflix has recently experimented with:
- Short-form video
- Video podcasts
- A new gaming app for kids
Internal concerns are growing over drops in viewership between seasons of original shows, and Netflix’s share of total TV time has slipped to 7.8% in April, per Nielsen.
What’s next for Netflix?
Beyond live TV, Netflix is also exploring bundles with other services, with Peacock named as a potential partner. Additionally, talks to acquire Letterboxd, the social platform for movie fans, signal further efforts to deepen user engagement.
Netflix did not immediately respond to requests for comment on these plans.
