Netflix is evaluating the possibility of incorporating other streaming services into its own application, which would include subscriptions to these competitors. This strategy mirrors what Amazon's Prime Video has been practicing for several years.
This information was disclosed in a report by The New York Times, following conversations with three individuals who follow such discussions. Sources indicated contact with services such as Peacock, associated with the American broadcaster NBC, and Fox One, which provides open and closed channels from Fox Corporation in the United States, among others.
According to the NYT, Netflix and other companies of this size have focused on retaining the audience within their platform for as long as possible. To achieve this goal, they plan to transition from being mere content producers and providers to becoming portals for access to multiple streaming services.
The purpose of this unification is to decrease cancellation rates by leveraging user familiarity with navigation and centralizing all their subscriptions in one place. Some companies already adopt this practice, such as Amazon with its Prime Video, which already offers access to Paramount+, MGM+, Apple TV, Crunchyroll, HBO Max, Mubi, and others.
Other players are beginning to implement this approach. In the US, YouTube Premium will provide access to Peacock. Furthermore, Roku, acquired by Fox Corp for US$22 billion in June 2026, is also investing in this hub concept, presenting streams through its Channels.
This initiative appears consistent with public demand. A survey conducted by Antenna, cited by the NYT, showed that subscriptions made through third-party platforms increased by approximately 60% in the last three years.
Offering competitors within its own app is just one of Netflix's actions to keep the audience engaged on its platform. In a July 2026 publication, the Wall Street Journal reported that the company is also studying the inclusion of live channels in its app, following the example of services like Pluto TV. Netflix has already established a partnership with the French broadcaster TF1 to broadcast its programming to users in the country.
Another move to expand its catalog involves displaying video-format podcasts and attracting content creators. Cited examples include chef Nick DiGiovanni and educator Ms Rachel, who have 45 million and 21 million subscribers, respectively, on their YouTube channels; their videos will also be available on Netflix.
However, this tactic has generated reactions. YouTube is reportedly considering exclusivity agreements with some of its platform's most popular channels. The company fears that the dispersion of content, which was previously found exclusively there, will make it difficult to justify the advertising rates charged to advertisers.