Netflix may soon embrace the very television model it helped disrupt. According to a new report, the streaming giant is exploring the addition of always-on live TV channels that would continuously air curated shows and movies, giving subscribers a more traditional, channel-surfing experience inside the app. The move, which could help boost viewer engagement and strengthen Netflix’s growing advertising business, marks another step in the platform’s evolution from an on-demand pioneer to a service increasingly blending streaming convenience with familiar cable-style features
Netflix contemplates a cable-style evolution
For over a decade, Netflix built its empire on a simple, revolutionary promise: watch whatever you want, whenever you want, without waiting for a broadcast schedule. But as subscriber growth matures, the streaming giant appears ready to rethink the relentless cycle of “new show drops, people binge, repeat.”
Rather than treating its app as merely an on-demand content warehouse, leadership is actively evaluating structural changes designed to reshape how users interact with the service on a daily basis.
The return of channel surfing
To keep users glued to the screen without the burden of endless decision-making, internal conversations at Netflix have increasingly centered on linear programming. According to reporting by The Wall Street Journal referencing people familiar with the matter, executive discussions point toward a modern revival of classic channel surfing.
“To bolster engagement, executives at the company have recently discussed adding live channels that would continuously stream certain programs, or shows and films from a certain genre, according to people familiar with the matter,” read a portion of The Wall Street Journal report.
By introducing always-on, scheduled streams for specific genres or popular franchises, Netflix could offer subscribers a lean-back, passive viewing experience — a stark contrast to the decision fatigue that often comes with navigating a massive library.
Becoming the ultimate entertainment hub
Linear channels aren’t the only structural shift on the table. In a bid to position itself as a central gateway for all home entertainment, Netflix has also explored selling rival streaming platforms directly within its own ecosystem.
As The Wall Street Journal detailed: “The company has also explored bundling other subscription-based streaming services, including NBCUniversal’s Peacock, into its offering. It would sell those subscriptions through its main app as rivals such as Amazon.com and Apple have long done, some of the people said.”
This marketplace strategy mirrors established plays by Amazon Prime Video Channels and Apple TV Channels, as well as ad-supported linear networks like Pluto TV and The Roku Channel. By integrating third-party add-ons, Netflix would transform from a single streaming destination into an all-inclusive aggregator.
A major shift from Netflix’s original philosophy
Introducing scheduled live channels would mark a significant departure from Netflix’s long-held identity as an exclusively on-demand service.
In a 2019 submission to Canada’s Broadcasting and Telecommunications Legislative Review Panel, the company emphasized the distinction between its platform and traditional television, stating that “we don’t ‘program’ or ‘schedule’ it.”
However, Netflix has already begun experimenting with linear television concepts in select markets. In France, the company partnered with broadcaster TF1 to integrate TF1+ programming into Netflix, giving subscribers access not only to on-demand content but also to live broadcasts from TF1’s television channels, including the 24-hour news network LCI.
Simultaneously, The Wrap reports that Netflix is experimenting with lighter, shorter-form media reminiscent of internet video. The platform recently finalized publisher partnerships to introduce short-form clips from media brands like BuzzFeed and Condé Nast into its app starting this August.
No official launch yet
Despite the reports, Netflix has not announced plans to roll out live TV channels or streaming bundles globally. The Wall Street Journal describes the ideas as internal discussions rather than confirmed product launches, suggesting the company is still evaluating its options.
Taken together, these initiatives suggest Netflix is increasingly willing to rethink its traditional streaming model as competition intensifies and viewer habits continue to evolve.
Sources:
The Wall Street Journal
The Wrap
MovieWeb