Report: Netflix Could Add Live Channels and Streaming Bundles to Increase Engagement

Netflix is reportedly exploring new options to increase engagement on the platform, including adding live channels and streaming bundles, the Wall Street Journal has learned. This is something Amazon has already started doing on its Prime Video platform, which provides access to select live TV channels and premium add-ons from HBO Max to Apple TV.

In recent months, Netflix already partnered with Spotify to bring some of its video podcasts on its platform. Earlier this week, the company also announced that it would make a selection of videos from BuzzFeed, Condé Nast, People Inc, Hearst Magazines, PMX, and Tastemade available for its subscribers in the US, Canada, Australia, New Zealand, the UK, and Ireland.

That’s apparently not enough for Netflix executives, who would like the platform to evolve into an aggregator of live and on-demand content. “To bolster engagement, executives at the company have recently discussed adding live channels that would continuously stream certain programs, or shows and films from a certain genre,” the WSJ reported, citing people familiar with the matter.

In France, the streaming service recently struck a groundbreaking partnership with TF1 Group to stream the company’s live channels and on-demand content on its platform. The content licensing deal also includes major live sporting events such as the Rugby Nations Championship and major French Football team matches. All this new content is available at no additional cost for Netflix subscribers in France.

According to the WSJ, “the company has also explored bundling other subscription-based streaming services, including NBCUniversal’s Peacock, into its offering. It would sell those subscriptions through its main app as rivals such as Amazon.com and Apple have long done, some of the people said.”

Lastly, Netflix is reportedly looking at live sports content to attract more subscribers. According to the WSJ’s sources, the streaming service is considering bidding for streaming rights for the 2030 and 2034 editions of the World Cup. Netflix already dabbled with live events with WWE wrestling, concerts, and boxing matches.