Always-on channels? It might not sound like typical Netflix behavior. But that’s exactly where they seem to be heading. The streaming giant is exploring 24/7 live TV channels according to the Wall Street Journal. Think less binge and more background noise.
Instead of diving headfirst into a new season of “Avatar: The Last Airbender,” you just tune in. The channel stays on. Content flows endlessly.
It puts Netflix right in the fight with free, ad-supported players like Pluto TV and Tubi
It’s also smart business for their ad arm. Why? Live streams usually block the skip button. Commercials stay on screen. Revenue keeps flowing.
There is more to this strategy though. Bundles. Just like Apple or Amazon does them. Sources close to the talks say Peacock might be in the mix.
Did Netflix confirm anything? No. Standard silence on that front.
Why pivot now? Engagement is tricky. Viewer numbers can drop fast. Bloomberg noted earlier this week that audiences often shrink between season one and season two of originals. Hits don’t always last. Total share of TV watching is slipping too. Nielsen put Netflix at 7.8% for April.
They have been trying other things to fix this. Short videos. Video podcasts. A new gaming app for kids. It is all an effort to keep eyes on the screen.
Always-on TV feels old school. But maybe that is the point. When do we stop hunting for the next thing to watch and just let the screen be there? The question isn’t whether it will work. It’s whether we still want the effort gone from our nights.
