Overview
- The Wall Street Journal reported Thursday that Netflix executives are exploring always‑on live channels that stream scheduled programming 24/7 as a way to boost time spent on the platform.
- Those internal discussions also reportedly include selling or bundling third‑party subscriptions through Netflix’s app, with NBCUniversal’s Peacock named as a potential add‑on partner.
- People familiar with the matter told the Journal Netflix is considering bids for major future sports rights, including the 2030 and 2034 FIFA men’s World Cups, though no bid has been announced.
- The company has already moved into live and background formats by launching an ad tier in 2022, carrying WWE and select NFL and MLB events, and adding video podcasts and short‑form creator clips.
- Measured declines in engagement and market share — Nielsen shows Netflix at about 7.8% of total TV viewing in April and the stock is down roughly 40% year‑over‑year — are driving the exploratory talks and could reshape Netflix’s ad strategy and user experience if adopted.