Netflix Explores 24/7 Live Channels, Reversing Core Strategy

Netflix is exploring always-on live TV channels that stream continuously, The Wall Street Journal reported July 9, citing people familiar with the matter. The move contradicts the on-demand, ad-free model that positioned Netflix against broadcast and cable television for nearly three decades. The company has not confirmed the exploration. Second-season viewership drops across its original series may be driving the shift toward appointment-based viewing.