'We've come full circle now': Netflix’s transformation into cable is almost complete as it ponders always-on channels to boost viewer engagement

• A new report claims that Netflix is testing always-on, live channels
• These could have scheduled programming and stream around the clock
• The rumors have been met by a largely negative reaction

When Netflix first pivoted from mail-order DVDs to internet streaming, it was a refreshing alternative to cable: stacks of ad-free content, on-demand, for one monthly fee. Since then, Netflix has slowly turned into cable, and that looks likely to continue.

According to "people familiar with the matter" speaking to the Wall Street Journal, Netflix is considering live, always-on channels that would stream around the clock and have scheduled programming much like conventional cable and free-to-air channels.

These channels might show certain programs on a loop, for example, or focus on particular genres, according to the insider sources. Another idea floated within the company has been to bundle other subscription services, such as Peacock, into Netflix for an additional fee (as Prime Video and Apple TV already do).

This is all in response to declining subscriber engagement, as per the report — the idea is to get more people staying for longer inside the Netflix apps. Competition for eyeballs has never been fiercer across streaming platforms, the web, and traditional TV.

The circle is complete

Netflix reportedly considers adding always-on channels from r/technology

You may remember the slide towards cable that Netflix started in earnest in 2022, when the platform introduced ads. Since then, the ad-supported tier has become well established (and risen in price several times).

The reaction to the rumors on Reddit has been largely negative. "We've come full circle now," correctly observes one poster, while another says "I would expect it to be terrible". There are also worries about future price increases to coincide with the launch of extra channels, and general frustration with the quality of Netflix's catalog.

Several of the online reactions have been more positive though: viewers who have these kinds of channels on other services say they regularly use them just to have something on in the background that doesn't require too much effort.

Other ways Netflix has tried to keep viewers locked in recently have included video podcasts and short-form video clips. We may know more about its future plans next week, when Netflix is set to reveal its latest earnings and engagement reports.