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Netflix reportedly considers adding always-on channels
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Netflix is reportedly considering the addition of always-on linear channels that would stream specific shows and movies, according to The Wall Street Journal. This move would create a Netflix version of services like Pluto TV and Tubi, which offer free, ad-supported streaming. However, Netflix's ad-supported tier currently costs $8.99 per month after a recent price hike, contrasting with the free model of its competitors. The potential shift comes as the company faces declining engagement, pushing it to explore new formats to retain subscribers.
The streaming giant has seen strong growth in its ad-supported subscription plan, but overall user engagement has been slipping. According to The Wall Street Journal, Netflix is also considering selling bundles that include other streaming services, a strategy already employed by rivals like Apple TV and Amazon Prime Video. These initiatives aim to counteract the drop in viewership that has prompted internal reviews of content performance.
Key figures indicate that Netflix is struggling with sustaining interest in its original series, especially second seasons. A recent Bloomberg report highlighted significant viewership drops for second seasons, prompting the company to analyze viewer behavior. In response, Netflix has begun introducing new content types, such as video podcasts and videos from digital media brands like BuzzFeed and Condé Nast. These are designed to be easy to play in the background, requiring less dedicated attention than traditional prestige series.
The implications of always-on channels could reshape Netflix's user experience, offering a more passive, linear viewing option akin to traditional television. This strategy might attract users who prefer ambient content or discover shows through scheduled programming. However, it also risks competing with the core on-demand library that defined Netflix's success, potentially fragmenting the platform's identity.
Netflix spokesperson Adrian Zamora declined to comment on the reports, leaving room for speculation. Industry observers note that bundling with other services could simplify subscriptions for households, but also raise questions about pricing and competition. The company's experimentation with background-friendly content suggests a broader pivot toward habitual viewing, rather than event-driven binge-watching.
Looking ahead, Netflix may need to balance these innovations with its core narrative-driven content to avoid alienating traditional subscribers. The always-on channel feature could launch as early as later this year, pending internal approvals. As streaming competition intensifies, Netflix's ability to adapt to changing viewer habits will be critical for maintaining its market leadership. The coming months will reveal whether these experimental features resonate with audiences seeking both passive and active viewing experiences.
