- A new report claims that Netflix is testing always-on, live channels
- These could have scheduled programming and stream around the clock
- The rumors have been met with a mostly negative reaction
When Netflix first switched from mail-order DVDs to Internet streaming, it was a refreshing alternative to cable: stacks of ad-free content, on-demand, for a monthly fee. Since then, Netflix has slowly become cable and looks set to continue.
According to “people familiar with the matter” speaking to the Wall Street Journal, Netflix is considering live, always-on channels that will stream around the clock and have scheduled programming like conventional cable and free-to-air channels.
These channels could, for example, show certain programs on a loop or focus on certain genres, according to the insider sources. Another idea that has arisen within the company has been to bundle other subscription services, such as Peacock, into Netflix for an additional fee (as Prime Video and Apple TV already do).
This is all in response to declining subscriber engagement, according to the report — the idea is to get more people to stay inside Netflix apps longer. The competition for eyeballs has never been fiercer across streaming platforms, the web and traditional TV.
The circle is complete
Netflix is reportedly considering adding always-on channels
from r/technology
You may remember the move toward cable that Netflix began in earnest in 2022, when the platform introduced ads. Since then, the ad-supported tier has become well established (and increased in price several times).
Reaction to the rumors on Reddit has been largely negative. “We’ve come full circle now,” one poster correctly notes, while another says “I’d expect it to be terrible”. There are also concerns about future price increases to coincide with the launch of additional channels, and general frustration with the quality of Netflix’s catalog.
However, more of the online reactions have been more positive: Viewers who have such channels on other services say they regularly use them just to have something to wear in the background that doesn’t require too much effort.
Other ways Netflix has tried to keep viewers hooked recently have included video podcasts and short-form video clips. We may know more about its future plans next week when Netflix unveils its latest earnings and engagement reports.
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