Netflix is considering the addition of live TV channels and third-party streaming bundles to its platform [1].
This potential shift represents a fundamental change in the company's business model. By integrating live broadcasts and external services, Netflix would move away from its primary identity as a provider of on-demand original content to become a broader media aggregator.
The move comes as the company faces challenges with viewer retention. According to a report featured on CNBC's Executive Edge segment on July 10, 2026, top shows on the platform are reportedly losing between 30% and 70% of their viewers [1].
Industry analysts said that live programming provides a unique value proposition that on-demand libraries cannot replicate. Live events create a sense of urgency and simultaneous community engagement, factors that could help stabilize the declining viewership numbers [2].
In addition to live channels, Netflix is exploring the integration of bundles from other streaming providers [3]. This strategy would allow users to access multiple services through a single interface, reducing the friction of switching between different applications [3].
While the company has not officially confirmed these plans, the reports indicate a strategic pivot toward engagement-driven growth [2]. The company is looking for new ways to keep users within its ecosystem for longer periods of time [3].
This exploration of live TV and bundles coincides with a broader trend in the streaming industry where the lines between traditional cable television and digital platforms continue to blur [4].
“Top shows are reportedly losing between 30% and 70% of their viewers.”
Netflix is attempting to solve the 'churn' problem by evolving into a virtual multichannel video programming interface. By adding live TV and bundles, the company aims to replicate the convenience of cable television while leveraging its existing data infrastructure to maintain a competitive edge over other streaming services.
