Netflix Is Exploring Live TV and Bundles as It Struggles to Keep Viewers Hooked

Netflix is exploring a more television-like future. The Wall Street Journal reported on July 9, 2026, that executives at the company have discussed adding live TV channels and third-party streaming bundles inside the Netflix app as the streamer looks for ways to keep viewers watching longer.

The reported conversations are notable because they point to a broader shift in how Netflix may think about its service. Rather than relying only on on-demand movies and series, the company appears to be considering always-on channels and aggregation features that resemble classic TV more than a standalone streaming library.

Why Netflix is looking at this

According to the Journal, the discussions are tied to concerns about engagement, the measure of how long and how often subscribers watch. That metric matters not only for retention, but also for Netflix's growing advertising business, which benefits when viewers spend more time in the app.

The WSJ said Netflix is also pursuing other ways to increase viewing time, including lower-cost ad-supported options, short-form and low-cost content, and global content partnerships. The company is also exploring ways to stream parts of the 2030 and 2034 FIFA World Cups without taking on the expense of full-season sports rights.

The new reporting fits a pattern that has already been visible in Netflix's strategy. The company has been expanding into live programming through sports, wrestling and other event-style content, even as its core identity remains on-demand entertainment.

A move toward traditional TV

One of the clearest signs of that direction came last year, when Financial Times reported that Netflix struck a deal with France's TF1 to carry TF1's five linear channels and more than 30,000 hours of on-demand content in France starting in summer 2026.

That FT report said the package would include live sports and well-known shows such as The Voice and Demain nous appartient. It was a rare example of Netflix moving beyond its usual model and bringing traditional broadcaster content into its platform in a direct way.

A separate Financial Times report later said Netflix co-CEO Greg Peters said the TF1 arrangement could lead to more broadcaster tie-ups if it works well. FT also reported that Netflix is open to more deals with traditional TV broadcasters after the TF1 agreement.

Taken together, those reports suggest Netflix is testing whether it can become more than a place to stream originals and licensed titles. The company may be trying to act more like a TV aggregator, using live channels and outside bundles to make the service stickier.

What is still unclear

The reported plans remain exploratory. Netflix has not formally announced live TV channels or third-party bundles, and it is not clear which services, if any, would be included.

It is also unclear whether any live-TV strategy would roll out globally or only in selected markets. No public launch timeline has been disclosed in the reporting.

The Verge reported on July 10, 2026, that Netflix is considering always-on channels and possible bundles with other streaming services, while noting that the company had not formally commented.

For now, the story is less about a finished product than about direction. Netflix seems to be weighing whether a mix of live programming, broadcaster partnerships and bundles can help it increase viewing time, reduce churn and strengthen its ad business.

The next signals to watch are straightforward: whether Netflix confirms or denies the discussions, whether more broadcaster deals follow the TF1 model, and whether the company addresses the idea on earnings calls or in investor materials.