Netflix has discussed adding rival streaming services including Peacock and Fox One to its app as it seeks to become a one-stop shop for television content and compete with YouTube and Roku, according to people familiar with the matter.
The talks, reported by The New York Times, mark a notable strategic shift for Netflix, which for years resisted collaborating closely with direct competitors and positioned itself as a self-contained destination for entertainment. No deal is imminent, and it remains unclear whether Netflix would sell subscriptions to the other services through its platform—similar to Amazon’s Prime Video Channels model—or integrate their content more directly into its own service, as YouTube plans to do with Peacock content for Premium subscribers.
Netflix executives held discussions with NBCUniversal (owner of Peacock) and Fox Corp. (behind the newer Fox One service). The move would allow the company, which has more than 325 million global subscribers, to keep viewers inside its app longer amid intensifying competition for screen time.
Amazon’s Prime Video pioneered the retailer-style approach years ago. Netflix has tested a limited version of this strategy. In June 2026, it integrated live channels and on-demand content from French broadcaster TF1 into its app in France. Co-CEO Greg Peters described the early results as “promising” on a July earnings call and indicated openness to similar arrangements that benefit members, partners, and the company.