Netflix could be planning ‘always-on’ live TV channels

Netflix is reportedly exploring a major shift in its streaming strategy by testing “always-on” live TV channels within its platform. This new feature would mimic traditional linear television, broadcasting scheduled content such as back-to-back comedy blocks, reality shows, or drama series continuously. The move is designed to combat “decision fatigue,” a common issue where subscribers spend more time browsing titles than actually watching content. It also opens up massive new avenues for standard commercial advertisements, providing a steady revenue stream alongside regular subscriptions. By blending the old-school comfort of flipping channels with modern streaming convenience, Netflix hopes to increase daily user engagement. If successful, this format could fundamentally reshape how streaming services compete with traditional cable networks.