Netflix is considering the introduction of always-on channels that would stream specific shows and movies as a strategy to combat declining engagement levels. This news was reported by The Wall Street Journal on July 9, 2026. The streaming service is looking for innovative ways to enhance viewer retention and attract new subscribers.
Netflix's Strategy for Engagement
The potential addition of always-on channels would position Netflix alongside services like Pluto TV and Tubi, which offer free content supported by advertisements. While Netflix has successfully launched an ad-supported tier priced at $8.99 per month, the company is seeking further options to improve user experience and engagement.
According to reports, Netflix has observed a notable drop in viewership for second seasons of its shows, prompting the need for new content strategies. The introduction of always-on channels could provide a solution by allowing users to enjoy continuous streaming without needing to select specific titles.
Bundling Options and Competitor Strategies
In addition to always-on channels, Netflix is reportedly considering offering bundles that include other streaming services, similar to strategies employed by competitors like Apple TV and Prime Video. This bundling approach could attract subscribers looking for convenience and value in their streaming options.
