Netflix Reportedly Exploring 'Always-On' Live TV Channels

Netflix is reportedly exploring the launch of "always-on" live TV channels, a move that would shift the streaming giant's strategy towards continuous, linear programming. The Wall Street Journal cited sources familiar with the matter, suggesting the service could offer a 24/7 viewing experience.

This potential offering would place Netflix in direct competition with ad-supported services like Pluto TV and Tubi. Such a model could also benefit Netflix's advertising business, as live content typically does not allow for ad-skipping.

In addition to live channels, Netflix is also said to be investigating bundle offerings, similar to those provided by competitors like Apple and Amazon. Discussions regarding potential bundling partners have included Peacock, according to the report.

The reported exploration of live channels comes as Netflix faces scrutiny over viewer engagement. The company has recently experimented with short-form video, video podcasts, and a new gaming app for children. Concerns have also been raised about declining viewership between seasons of original shows and a general slip in Netflix's share of total TV viewing.