Netflix is worried that people aren’t watching enough so its next move could change the app forever
Netflix has spent years telling the entertainment industry that highly relevant sources and a simple user experience are enough to move forward. That strategy helped make it the largest streaming service in the world. But according to a Wall Street Journal report, the company is increasingly concerned with a different metric: engagement.
While Netflix continues to post healthy profits and maintains the lowest subscriber cancellation rates in the industry, executives are reportedly seeing early signs that people are spending less time watching content. That’s important because engagement — not just subscriber numbers — has become one of the biggest indicators that customers will stick around, view ads, and continue to pay for a 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 recently debated introducing live, always-on channels dedicated to specific genres or shows. Instead of asking viewers to decide what to watch next, channels will continue to broadcast content in a traditional television style.
The company has also reportedly explored integrating other streaming services, including NBCUniversal’s Peacock, directly within the Netflix app. Similar to how Amazon Prime Video and Apple TV sell third-party subscriptions, Netflix could become a marketplace where users manage multiple streaming services from a single interface.
These negotiations represent a significant change for Netflix. Former CEO Reed Hastings famously championed simplicity and resisted turning Netflix into a cable-style platform. But the broadcasting landscape has changed a lot.
Competition has increased from Disney+, HBO Max, and YouTube. At the same time, free ad-supported services like Tubi and The Roku Channel continue to attract viewers with linear channels that require less decision-making. Even Netflix has moved away from its original philosophy by introducing an ad-supported category and experimented with shorter, lower-cost content, including video podcasts and clips from publishers like BuzzFeed and Condé Nast.
The battle is no longer about subscribers; it’s about attention
For viewers, these changes could fundamentally change the way Netflix feels. The platform built its reputation on on-demand viewing, but live channels and bulk subscriptions could make it more like a traditional TV hub than ever before.
This change also reflects broader concerns about growth. Netflix’s share of American television viewing reportedly fell to 7.8% in April, its lowest level since May 2025, according to Nielsen. The company’s shares have also fallen more than 40% in the past year, prompting investors to wonder if the deal has peaked in mature markets like the United States.
Netflix is not static. The company recently partnered with French broadcaster TF1 to bring live programming – including news – to subscribers in France, and similar deals are reportedly being looked at elsewhere in Europe and Latin America. The management is also exploring select live sports opportunities, including reported discussions about bidding for broadcast rights to the 2030 and 2034 FIFA World Cups.
Strategy makes business sense. Live programming keeps viewers watching in real time, making ads more valuable because they can’t be skipped. Netflix generated an estimated $1.5 billion in advertising revenue last year and has publicly stated that it expects to double that amount by 2026.
Whether these ideas eventually become products remains to be seen. But one thing is becoming increasingly clear: Netflix no longer believes that winning the streaming wars is all about having the biggest library. Keeping viewers engaged may be more important than adding new subscribers.
