- New report claims Netflix is testing always-on live channels
- These could have scheduled programming and broadcast 24 hours a day.
- The rumors have met with a mostly negative reaction.
When Netflix first pivoted from mail-order DVDs to Internet streaming, it was a refreshing alternative to cable: tons of ad-free, on-demand content for a monthly fee. Since then, Netflix has slowly converted to cable and that is likely to continue.
According to “people familiar with the matter” who spoke to the Wall Street Journal, Netflix is considering live, always-on channels that would broadcast 24 hours a day and have scheduled programming much like that of conventional cable and free-to-air channels.
These channels may show certain programs on loop, for example, or focus on specific genres, according to internal sources. Another idea that emerged within the company was to bundle other subscription services, such as Peacock, into Netflix for an additional fee (as Prime Video and Apple TV already do).
This is all in response to declining subscriber engagement, according to the report: the idea is to get more people to stay longer within Netflix apps. Competition for attention has never been fiercer between streaming platforms, the web and traditional television.
The circle is complete
Netflix Reportedly Considering Adding Always-On Channels
from r/technology
You may remember the slide to cable that Netflix began in earnest in 2022, when the platform introduced ads. Since then, the ad-supported tier has consolidated (and its price has increased several times).
Reaction to the rumors on Reddit has been largely negative. “We’ve come full circle,” one poster correctly observes, while another says, “I’d expect it to be terrible.” There are also concerns about future price increases coinciding with the launch of additional channels and a general frustration with the quality of Netflix’s catalogue.
However, some of the online reactions have been more positive: Viewers who have these types of channels on other services say they use them regularly just to have something in the background that doesn’t require too much effort.
Other ways Netflix has tried to keep viewers hooked recently have included video podcasts and short-form video clips. We may learn more about its future plans next week, when Netflix reveals its latest earnings and share reports.
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