Netflix reportedly considers adding always-on channels

Netflix is reportedly weighing the addition of always-on, linear-style channels to its platform, according to a new report on the company's internal planning. Alongside that idea, the streaming giant is also said to be studying whether to bundle its service with other streaming platforms, a strategy several rivals have already embraced.

The concept under discussion would mark a notable break from Netflix's long-standing on-demand model, in which subscribers pick individual titles to watch whenever they choose. An always-on channel, by contrast, would play a continuous stream of programming automatically, much like a traditional broadcast or cable network, removing the need to browse a menu or select something specific to watch.

The idea echoes a broader trend that has reshaped television viewing in recent years. Free, ad-supported streaming television services — often referred to as FAST channels — such as Pluto TV, Tubi and The Roku Channel, have built large audiences by offering programmed lineups that mimic old-school channel surfing rather than an endless on-demand library. Their popularity suggests many viewers still want the passive, low-effort experience of simply pressing play and letting content run.

Netflix has already been inching toward more television-like formats in other ways. The company introduced a cheaper, advertising-supported subscription tier in 2022 and has increasingly invested in live programming, including professional wrestling broadcasts, National Football League games and a high-profile boxing match. Those moves have gradually softened the line between Netflix's original streaming identity and the conventions of traditional television.

The reported interest in bundling would put Netflix in company with several competitors that have already combined services to retain subscribers and cut down on cancellations. Disney, for instance, has paired Disney+, Hulu and ESPN into joint packages, while Warner Bros. Discovery and others have experimented with similar cross-service offers. Bundling can make individual subscriptions feel like better value and give companies another lever against rising customer churn as the number of standalone streaming apps has multiplied.

Details remain limited, and the report describes the plans as being at an early, exploratory stage rather than a confirmed product. Netflix has not publicly announced either initiative, and it is unclear which partners might be involved in any bundling arrangement or how a channel-style viewing option would be presented within the existing app.

Analysts have long noted the tension in Netflix's position: the company built its reputation by freeing viewers from scheduled programming, yet it now faces pressure to keep people engaged for longer stretches in a crowded streaming market. Leaning into passive, always-on viewing could boost watch time and advertising revenue, even as it revives some of the very habits Netflix once promised to replace.

Whether either idea reaches Netflix subscribers, and on what timeline, remains uncertain. Streaming companies frequently test concepts internally that never launch publicly, and any rollout would likely depend on how the plans perform in early evaluation as well as ongoing negotiations with potential bundle partners.

Source: The Verge