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Netflix plans 24/7 live TV channels to boost engagement and compete with ad-supported streamers

Market News
10 Jul 2026
TechCrunch
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Netflix is exploring the launch of always-on live TV channels that stream content continuously, aiming to keep viewers engaged amid slowing growth. This move would position Netflix against free, ad-supported services like Pluto TV and Tubi, potentially enhancing its ad revenue since live content typically includes unskippable ads. The company is also considering bundle deals with other streaming services such as Peacock. These efforts come as Netflix experiments with short-form videos, podcasts, and gaming to sustain viewership and address concerns over declining audience retention between show seasons.

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