Netflix explores Live TV to grow viewer engagement
July 10, 2026 10.11 Europe/London By Julian Clover


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Netflix is reportedly exploring a range of new product and distribution strategies as it looks to increase viewer engagement, despite remaining the world’s largest subscription streaming service.

According to the Wall Street Journal, executives have become increasingly focused on the amount of time subscribers spend watching content and completing series, with engagement emerging as a key internal performance measure.

Among the ideas said to be under consideration are expanding live television offerings, increasing content bundles and introducing new ways to keep viewers returning to the platform more frequently.

So-called Live TV as FAST channels have begun to be branded to consumers have become a staple of streaming services including Amazon Prime Video and ITVX. It is already offering content from broadcast outlets such as France’s TF1.

Pluto TV and Tubi have already built successful businesses on casual viewing.

The reported discussions come despite Netflix continuing to lead the streaming market with low subscriber churn and a number of successful original franchises. However, the company is said to be looking beyond subscriber numbers as it seeks to drive long-term growth, particularly as advertising becomes a more significant part of its business.

The report follows a series of recent moves by Netflix aimed at broadening its role as an entertainment platform. Earlier this week, the company announced it will begin carrying short-form programming from publishers including Condé Nast, Hearst, BuzzFeed and Tastemade. It has also continued to expand into live sport, live events and gaming as it looks to increase the amount of time subscribers spend on the service.

Netflix has not publicly commented on the reported plans.