Netflix Eyes a Pluto TV-Style Makeover
Netflix is exploring the addition of always-on linear-style channels that would continuously stream specific shows and movies, according to a report from The Wall Street Journal. The move would mark a significant departure from Netflix’s traditional on-demand model and would position the streaming giant closer to free, ad-supported services like Pluto TV and Tubi.
The report, cited by The Verge, comes as Netflix confronts early warning signs of falling engagement. By introducing always-on channels — curated feeds of programming that viewers can simply turn on and leave running — the company hopes to capture the kind of passive, lean-back viewing that has made linear streaming services increasingly popular.
Bundles Are Also on the Table
In addition to always-on channels, Netflix is reportedly considering selling bundles that would package its service alongside other streaming platforms. This would put Netflix in direct competition with offerings like Apple TV and Prime Video Channels, both of which already allow subscribers to add third-party services to a single bill.
The bundling strategy reflects a broader industry push toward aggregation. As the streaming market matures and consumers grow weary of managing multiple subscriptions, all-in-one packages have become a key retention tool. For Netflix, which has historically positioned itself as a standalone destination, embracing bundles would represent a notable strategic pivot.
Ad-Supported Growth Continues
Netflix’s ad-supported tier has been a bright spot for the company, with the recently price-hiked $8.99-per-month plan seeing increased adoption. However, unlike free services such as Pluto TV — which are completely ad-funded — Netflix’s ad tier still requires a monthly fee, potentially limiting its appeal among cost-conscious cord-cutters.
The always-on channel concept could serve as a middle ground: passive viewing experiences punctuated by ads, delivered within Netflix’s existing ecosystem rather than through a separate app.
Background Content and the Second Season Problem
The exploration of always-on channels follows a Bloomberg report that Netflix has been investigating why second seasons of its original series consistently see significant viewership drops. In response, the company has been diversifying its content slate with low-commitment formats that are easy to leave running in the background.
Netflix has recently added video podcasts and content from digital media brands like BuzzFeed and Condé Nast — programming that doesn’t demand the focused attention of a prestige drama but fills the same ambient role that traditional television has always played. Always-on channels would take this concept to its logical conclusion.
What’s Next
Netflix spokesperson Adrian Zamora declined to comment on the report. If the company moves forward with either always-on channels or bundles, it would fundamentally reshape how subscribers interact with the platform — turning Netflix from a destination for deliberate viewing choices into a always-available background companion, much like traditional broadcast television.
For now, the plans remain under consideration, but they signal that even the world’s dominant streamer is not immune to the engagement challenges facing the industry.