Netflix evaluates live channels and bundle subscription options to increase user screen time

It has been claimed that Netflix is considering options that could significantly change the app experience to increase the time users spend on the platform. Among the topics the company is evaluating are live TV-like channels, bundling subscriptions for different streaming services into a single app, and new steps in its content strategy.

According to information reported by The Wall Street Journal, one of the most notable ideas Netflix is focusing on is creating live channels where specific content is broadcast continuously throughout the day. In this model, when a user opens the platform, they could be met with a direct, flowing broadcast; this would allow them to start consuming content without having to make the decision of "what to watch."

This approach signals a different direction from the on-demand viewing habit that Netflix has highlighted for years. The linear streaming model, frequently used in classic television and free ad-supported streaming platforms, aims to reduce the time viewers spend searching for content while increasing the time they spend on the platform.

According to the claims, another option on the company's agenda is to offer subscriptions for different digital streaming services, such as Peacock, through the Netflix app. If such a system were to be implemented, Netflix could evolve from a service where only its own content is watched into a structure where different platforms can be managed from a single hub.

In the streaming market, competition is now shaped not only by the number of subscribers but also by the time users spend in front of the screen. For Netflix, which competes with platforms like Disney+, Max, Prime Video, and YouTube, this time is seen as critical for advertising revenue and the continuity of subscriptions.

These plans have not yet been officially announced. However, Netflix's recent increased focus on live broadcasts, sports events, and various streaming partnerships suggests that the platform may move toward a different viewing experience in the coming period than it has today.