Netflix has spent years telling the entertainment industry that binge-worthy originals and a simple user experience were enough to stay ahead. That strategy helped make it the world’s biggest streaming service. But according to a Wall Street Journal report, the company is increasingly concerned about a different metric: engagement.
While Netflix continues to post healthy profits and retains one of the lowest subscriber cancellation rates in the industry, executives are reportedly seeing early signs that people are spending less time watching content. That matters because engagement – not just subscriber numbers – has become one of the biggest indicators of whether customers will stick around, watch ads, and continue paying for the service.
Netflix is exploring new ways to keep viewers watching
According to people familiar with the discussions cited by The Wall Street Journal, Netflix executives have recently debated introducing live, always-on channels dedicated to specific genres or shows. Instead of asking viewers to decide what to watch next, the channels would continuously stream content in a traditional television-style format.
The company has also reportedly explored bundling other streaming services, including NBCUniversal’s Peacock, directly inside the Netflix app. Similar to how Amazon Prime Video and Apple TV sell third-party subscriptions, Netflix could eventually become a marketplace where users manage multiple streaming services from a single interface.
These conversations represent a notable shift for Netflix. Former co-CEO Reed Hastings famously championed simplicity and resisted turning Netflix into a cable-style platform. But the streaming landscape has changed dramatically.
Competition has intensified from Disney+, HBO Max, and YouTube. At the same time, free ad-supported services such as Tubi and The Roku Channel continue attracting viewers with linear channels that require little decision-making. Even Netflix has gradually moved away from its original philosophy by launching an ad-supported tier and experimenting with shorter, lower-cost content, including video podcasts and clips from publishers such as BuzzFeed and Condé Nast.
The battle is no longer about subscribers; it’s about attention
For viewers, these changes could fundamentally alter how Netflix feels. The platform built its reputation on on-demand viewing, but live channels and bundled subscriptions would make it resemble a traditional television hub more than ever before.
The shift also reflects broader concerns about growth. Netflix’s share of US television viewing reportedly fell to 7.8% in April, its lowest level since May 2025, according to Nielsen. The company’s stock has also fallen more than 40% over the past year, prompting investors to question whether engagement has peaked in mature markets like the United States.
Netflix isn’t standing still. The company recently partnered with French broadcaster TF1 to bring live programming – including news – to subscribers in France, and similar agreements are reportedly being explored elsewhere in Europe and Latin America. Executives are also evaluating selective live sports opportunities, including reported discussions around bidding for the 2030 and 2034 FIFA World Cup broadcasting rights.
The strategy makes business sense. Live programming keeps viewers watching in real time, making advertisements significantly more valuable because they cannot be skipped. Netflix generated roughly $1.5 billion in advertising revenue last year and has publicly said it expects that figure to double in 2026.
Whether these ideas ultimately become products remains to be seen. But one thing is becoming increasingly clear: Netflix no longer believes winning the streaming wars is simply about having the biggest library. Keeping viewers engaged may prove even more important than adding new subscribers.