Netflix is discussing the addition of live channels that continuously stream specific programs or genres, as well as bundling other subscription services like NBCUniversal’s Peacock into its app, according to people familiar with the matter.
The moves would appear as tiles on the streamer’s homepage and mark a significant shift from its on-demand roots.
The initiatives aim to boost engagement as the company faces mounting pressure. Shares have fallen more than 40% over the past 12 months. In April, Netflix issued disappointing second-quarter guidance, including lower year-over-year operating margins.
Its share of TV viewership dropped to 7.8% that month, the lowest since May 2025, per Nielsen data.
Executives have also explored selling subscriptions to rival services through Netflix’s main platform, similar to how Amazon and Apple already operate.
The discussions signal Netflix’s willingness to pivot. For years, co-founder Reed Hastings emphasized focus and simplicity as keys to success. However, the company now contends with intensifying competition from Disney, HBO Max, and YouTube, while fast-growing free ad-supported services like Tubi and the Roku Channel—featuring linear channels and more casual viewing—are rapidly gaining audience share.