Welcome back, cable? Netflix could be getting live TV

Netflix is apparently working on bringing live channels directly to its streaming service because not enough people are spending time watching content on the platform. The Wall Street Journal said the company recently reported rising profits, but executives still worry about dropping watch times, which increases the chances of customers cancelling their subscription.

While Netflix remains the industry leader among subscription-streaming services, shares are down more than 40% over the past 12 months. In April, the company reported disappointing guidance for the second quarter, including lower operating margins year over year. Its share of TV viewership fell to 7.8% in April, according to Nielsen, the lowest level since May 2025.

Executives are now considering adding always-on linear channels dedicated to specific genres or single shows that will appear as tiles on the main home page next to standard on-demand options. There is also talk of bundling other subscription-streaming services directly into the app. This could include Comcast's Peacock to let customers buy external plans in one place without jumping between separate apps.

Netflix is doing whatever it takes to increase user engagement on its service. In the past, it's introduced Netflix Games with zero extra fees to keep mobile users active on their phones instead of closing the app. For example, when you finish watching a show (let's say Stranger Things), the system will nudge you to play the mobile game based on that exact universe. The streamer's also dabbling in short-form, TikTok-style vertical feeds called "Clips," that features "series, films, and specials tailored to your tastes, with an easy way to go deeper when something grabs your attention."

It's a bit ironic that the platform that basically helped dig the grave for traditional pay-TV (streaming surpassed cable TV in total viewership for the very first time, in 2022) is now turning back to the very system it disrupted. Another reason why Netflix is considering live broadcasts may be directly tied to its ad revenue, mainly because viewers must sit through the commercial break (you cannot skip ads on Live TV).

Source: Wall Street Journal