Netflix is reportedly testing a new direction for its platform: always-on live TV channels that stream continuously and give subscribers a channel-style viewing experience. The idea is designed to keep content running in the background and offer a more linear way to watch entertainment.
According to The Wall Street Journal, the company is also examining bundles similar to those offered by Apple and Amazon. Among the potential partners being discussed is Peacock, which could help Netflix broaden its subscription ecosystem.
This strategy would place Netflix in closer competition with free, ad-supported services such as Pluto TV and Tubi. It may also strengthen the company's advertising model, since live programming typically creates fewer opportunities to skip ads.
The move fits into a wider effort by Netflix to deepen engagement. The platform has recently explored shorter video formats, video podcasts, and a gaming app for children, all aimed at keeping audiences active across more content types.
At the same time, Netflix appears to be rethinking how people use streaming over the long term, especially as viewing patterns shift across its original series and overall TV share. If the live-channel concept moves forward, it could mark another step in the evolution of streaming toward a more continuous, personalized media experience.
