It’s come full circle… Netflix, the company that crushed live television is now considering adding live television to it’s platform. According to a recent report from The Wall Street Journal, Netflix is having internal discussions about live channels on it’s platform. This would allow users an option to watch scheduled programming based on a live channel or select something from Netflix massive on-demand library.
This strategy is meant to combat “choice fatigue”. Many subscribers feel overwhelmed by the endless library of TV shows and movies to select from. For some subscribers it can take longer to select a movie to watch than the actual length of the movie itself. Offering pre-programmed, 24/7 feeds would create a frictionless viewing experience. Subscribers overwhelmed by choice fatigue could simply tune in and let a channel run, which would ironically mimic traditional cable TV.
This change would also allow Netflix to compete to with free ad-supported services like Tubi, Pluto TV, and The Roku Channel that have exploded in popularity. A 24/7 feed would also boost Netflix growing ad-supported tier with increased advertising. If implemented, this strategy may well keep viewers engaged and prove that the future of streaming looks a whole lot like traditional cable.
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