Netflix is thinking about adding always-on channels that stream specific shows and movies, according to the Wall Street Journal. Think Pluto TV or Tubi, but with a monthly fee.
The big difference? Pluto and Tubi are free — you pay with ads. Netflix’s ad-supported tier already costs $8.99 a month after a recent price hike. An always-on channel experience would make it feel more like traditional TV, which might help with a problem Netflix has been noticing.
Engagement is slipping. Bloomberg recently reported that second seasons of Netflix shows are seeing big viewership drop-offs. The company has been experimenting with low-commitment content: video podcasts, BuzzFeed videos, Condé Nast material. Stuff you can leave running in the background without giving it your full attention.
Netflix is also apparently looking at bundles that would include other streaming services. Apple TV and Prime Video already do this. It’s a way to keep subscribers from canceling when they run out of things to watch.
The company declined to comment. But the pattern is clear: Netflix wants to keep you on the platform longer, and it’s willing to borrow ideas from everywhere — free ad-supported TV, cable bundles, radio-style channels.
Whether people will pay for what they can get free elsewhere is the real question.
