Netflix explores live TV and bundles

According to the Wall Street Journal, the streamer is rethinking some of its core strategies to compete with rivals.

The paper cited Nielsen audience figures showing that Netflix’s share of TV viewership fell to 7.8% in April, the lowest since May 2025.

Engagement, which measures how long people spend watching content and how frequently they finish a film or series, is now a key measurement criterion for streamers. It signals that customers are satisfied and less likely to cancel their subscriptions.

To bolster engagement, Netflix company executives have reportedly discussed adding live channels that would continuously stream certain programmes, or shows and films from a certain genre.

Netflix has also explored bundling other streaming services, including NBCUniversal’s Peacock, into its offering. It would sell those subscriptions through its main app as rivals such as Amazon and Apple have long done, the Wall Street Journal recounted.

The move comes as Netflix, long known for the simplicity of its customer offer, faces increasing competition from the likes of Disney, HBO Max, and YouTube as well as free ad-supported streaming services such as Tubi and the Roku Channel.

Leading French broadcaster TF1’s live channels and streamer TF1+ are now available on Netflix’s platform in France following a landmark distribution deal between the two companies. Discover more here.