Netflix explores always-on channels and bundle add-ons

Netflix is reportedly in internal discussions to add always-on live channels and bundle rival streaming services like Peacock, according to a Wall Street Journal report. Neither plan has been confirmed or given a timeline.

What is being discussed

Always-on channels would stream genre-based content (e.g., all comedies or action films) 24/7, removing the need for viewers to choose what to watch Source: The Verge. This mirrors free ad-supported services like Pluto TV and Tubi. Additionally, Netflix may offer third-party subscriptions as add-on tiles, letting users bundle Peacock and others through Netflix Source: TechCrunch.

Why now

Netflix faces slowing engagement and a decline in TV viewing share (7.8% in April, per Nielsen) Source: Ground News. The company has also expressed concern about viewership drops between seasons of original shows Source: TechCrunch. Always-on channels could boost ad inventory with unskippable ads while keeping viewers tuned in Source: The Next Web.

The trade-offs

Critics note the irony: Netflix, which disrupted cable by offering on-demand control, may now mimic cable's format. The company is also defending a lawsuit alleging addictive design, making engagement-boosting features potentially controversial Source: The Next Web. Verizon and others already offer similar bundles, but Netflix's scale could shift the market.