July 10, 2026, 10:43 am | Read time: 2 minutes
As the saying goes, drastic times call for drastic measures. And indeed, Netflix is facing challenging months and years ahead if the company doesn’t find a solution soon. Rumor has it that Netflix is even considering live TV and subscription bundles. Both options would represent entirely new directions for the provider.
Netflix in Trouble
That’s according to a report by the “Wall Street Journal,” citing unnamed sources with insider knowledge of internal discussions. These have reportedly been ongoing since the beginning of the year. The trigger was the annual review of the company’s strategy, where so-called user interaction was particularly noted.
This metric measures how often subscribers actually finish watching movies and series they start. It is considered an important indicator of user satisfaction–and thus also a hint as to whether someone wants to continue their paid subscription. However, during a meeting, it was revealed that engagement is declining.
This aligns with a recent report from “Bloomberg,” which stated that fewer people are motivated to watch new seasons of already started series–TECHBOOK reported. Even well-known titles have suffered viewer declines of up to 70 percent. It seems Netflix is slowly but surely losing its fans.
Implementation Still Open
As a result, there is currently discussion about setting up live channels. These could focus on specific series or entire genres and continuously stream content. Netflix would thus establish a form of live TV, similar to what Sky, Waipu, and other IPTV providers have successfully done.
The potential scope of the live offering is still unknown. However, Netflix has already gained experience with broadcasting individual live events in the recent past, making the step to live TV seem less far-fetched.
Furthermore, bundling offers with competitors are intended to counteract the loss of viewers. This would involve Netflix incorporating external services into its own offering, something that Sky, Amazon, and others have been doing for some time. Currently, there is talk about Peacock from NBCUniversal. However, whether and when Netflix will implement live TV and bundles is currently unknown. Therefore, no potential impacts on the German market can be discussed at this time.