Netflix Reportedly Exploring 24/7 Live TV Channels to Expand Streaming and Advertising Strategy

Netflix is reportedly evaluating a new feature that could bring a traditional television experience to its streaming platform. According to The Wall Street Journal, the company is exploring always-on live TV channels that would continuously stream content, allowing subscribers to tune in without choosing specific movies or TV shows.

The reported move would complement Netflix’s on-demand library while helping the streaming giant compete more directly with free ad-supported platforms such as Pluto TV and Tubi. Live channels could also support Netflix’s growing advertising business, as viewers are generally less likely to skip commercials during live programming.

The Wall Street Journal also reports that Netflix is considering subscription bundles with other streaming services, with Peacock reportedly among the potential partners being discussed.

The initiative follows several recent experiments designed to increase user engagement, including short-form videos, video podcasts, and a gaming app aimed at children.

Separately, Bloomberg recently reported that Netflix has been monitoring audience declines between the first and second seasons of many original series, highlighting ongoing challenges in maintaining long-term viewership.

According to Nielsen, Netflix accounted for 7.8% of total U.S. television viewing in April, reinforcing its position as one of the industry’s largest streaming platforms while continuing to search for new growth opportunities.