Netflix evaluates introducing live TV channels and creating packages with other streaming services

Netflix is analyzing the possibility of implementing linear channels, broadcasting series, movies, and television programs, in addition to developing subscription packages that include services from other streaming companies. These strategies aim to reverse the trend of declining viewer engagement.

Structure of the new channels and packages

The proposed channels would have a fixed programming schedule, displaying specific content, such as a channel dedicated exclusively to series like Seinfeld or another focused on police dramas throughout the day. Simultaneously, packages with third parties would be marketed directly through the Netflix app, allowing users to access these services within the platform itself. This approach mirrors the model adopted by giants like Amazon Prime Video and Apple TV, seeking to consolidate itself as a central hub for various subscriptions.

The inclusion of these channels and streams on the application's home screen would represent a significant change in the company's current operational model, competing with the space traditionally reserved for Netflix's original productions.

Netflix's motivations for the change

According to sources consulted by the Wall Street Journal, the main reason for these changes lies in the deterioration of Netflix's engagement metrics. These metrics measure the time users spend on the platform and the frequency with which they complete content, which are crucial for the entertainment sector as they indicate consumer satisfaction and the probability of subscription retention.

The company's financial situation is also a relevant factor, given that its shares have plummeted by more than 40% in the last twelve months, and it has been recording decreasing operating margins annually. In the United States, Netflix's market share, according to Nielsen data, reached 7.8%, the lowest level since May 2025.

Competitive context and other plans

The streaming landscape is highly competitive. Meanwhile, Paramount is advancing the acquisition of Warner Bros. Discovery, following a deal valued at US$111 billion, and Fox Corp completed the purchase of Roku for US$22 billion in June 2026.

To maintain its relevance in the market, Netflix has already diversified its content, starting to incorporate video-format podcasts, materials already available on YouTube, and short videos from partners such as BuzzFeed and Condé Nast. This type of material has lower operational costs than its own series and films, helping to increase engagement.

In an international move, Netflix began broadcasting the TF1 channel in France, an agreement that pleased the partner in terms of audience. WSJ sources suggest that the company may seek similar partnerships in Europe and Latin America. Finally, there are future plans for participation in sporting events, with executives discussing entry into the bidding for the 2030 and 2034 World Cup broadcast rights.

olhardigital.com.brJuly 8, 24:50

Netflix changes strategy and incorporates content from media outlets to compete with TikTok

Netflix is diversifying its content catalog, signaling that the traditional binge-watching model may be becoming obsolete. After expanding to include live streams, video games, and vodcasts, the platform has now formed partnerships to integrate videos from various media outlets.

New Content Partnerships

Starting August 3rd, subscribers in the United States, Canada, the United Kingdom, Ireland, Australia, and New Zealand will have access to videos from sources such as BuzzFeed Studios, Condé Nast, Hearst Magazines, People, Tastemade, and several brands from Penske Media PMX, including Variety, THR, Billboard, Eater, Rolling Stone, and IndieWire. These announcements were made by Netflix and its partners on Tuesday.

The partners informed TechCrunch that the duration of these new videos is quite variable, ranging from just two or three minutes to content exceeding 20 minutes.

Low-Risk Strategy

For Netflix, this arrangement represents a low-risk way to test public interest in web-native content formats, such as tutorials, news, and lifestyle. Such formats are generally faster and more economical to produce compared to a fully scripted series.

If the experiment is successful, the company could eventually opt to develop similar content internally, although this has not yet been confirmed. The collection will include licensed archival material and developing series, such as '30 Questions' and 'Tasty' (from BuzzFeed Celeb); 'Lie Detector Test' and 'How Well Do They Know Each Other?' (from Vanity Fair); 'Walking Tour' (from AD); 'Where Is the Lie?' (from Elle); 'Burning Questions' (from Harper's Bazaar); '24 Hours' (from Billboard); 'My Life in Pictures' (from People); 'Travel Unfiltered' (from Travel + Leisure); 'Struggle Meals' (from Tastemade), among others.

Responding to Consumption Changes

This strategic move comes after a Bloomberg report this week, which pointed to Netflix's difficulties in keeping fans engaged between the first and second seasons of its main productions. Company executives are concerned about this trend, which is attributed to known factors such as high cancellation rates, long gaps between seasons, and inconsistency in quality.

The report also indicated that the platform is facing a shift in viewing habits, causing Netflix to now compete not only with traditional TV broadcasters but also with YouTube and TikTok. Previously, Netflix had already introduced the 'Clips' feature, a format inspired by TikTok, which allowed users to browse short snippets of its catalog. However, while Clips aimed to direct the viewer toward longer works, the new agreements with media outlets seek the opposite path, integrating short content as an intrinsic format to the platform.

John Derderian, Vice President of Animation and Kids and Family TV at Netflix, who oversees the project, stated that 'subscribers don't just want to watch a series or movie and move on—they want to keep exploring the stories and personalities they love long after the credits roll. These partnerships help us deepen fan engagement and create more ways for subscribers to take those stories with them throughout the day.'