Netflix may add always-on channels. That's just cable.

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TL;DR<br>Netflix executives have reportedly discussed adding always-on, genre-based live channels and folding rival subscriptions such as Peacock into Netflix as billed add-on tiles, per a Wall Street Journal report. Neither is confirmed; both are internal discussions with no launch date or pricing. The logic is engagement and unskippable ad inventory, at a moment when free ad-supported rivals are capturing casual viewing and Netflix is defending an addictive-design lawsuit it disputes.

Netflix executives have reportedly discussed adding always-on live channels to the service. The channels would run genre-based programming around the clock, all comedies or all action films, according to a Wall Street Journal report relayed by The Verge.

They have also discussed folding rival streaming subscriptions into Netflix itself. Peacock was named specifically, appearing as a tile on the Netflix home page and billed through Netflix.

Neither is a product. Both are internal conversations, with no launch date, pricing, or confirmation from the company.

Yes, this is cable

The comparison writes itself. A grid of always-on genre channels bundled with other people’s services, billed on one invoice, is a fairly precise description of the thing Netflix spent two decades dismantling.<br>TNW City Coworking space - Where your best work happens<br>A workspace designed for growth, collaboration, and endless networking opportunities in the heart of tech.

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The bundling half is not novel. Amazon Prime Video and Apple TV+ have sold third-party subscriptions as add-ons for years, and it is a reliable way to take a cut of someone else’s revenue.

The channels half is more interesting, because it addresses a problem Netflix built itself.

The problem with infinite choice

Netflix made browsing exhausting. The library grew so large that picking something became the hardest part of the evening, and the company has already turned to generative AI to fix the content overload it helped create.

A channel solves that instantly. It removes the decision entirely, which is precisely why linear television survived as long as it did.

It is also a defensive move. Free ad-supported services like Pluto TV and Tubi have captured exactly this casual, low-effort viewing, and Paramount is consolidating Pluto TV onto a unified stack to press the advantage.

The advertising logic underneath

Follow the inventory. A channel that never stops is a stream of unskippable ad slots, which a browse-and-pick catalogue is not.

That matters more than it used to. Netflix has been chasing attention wherever it lives, striking short-form video deals with publishers to compete with YouTube and TikTok.

The financial context is not comfortable either. The company authorised a $25bn share buyback after its stock fell 10%, which is what a business does when it wants to reassure people.

The bit worth watching

Always-on channels are, by design, engagement machinery. They exist to keep the screen on after the thing you chose has finished, and to make stopping require an act of will.

Netflix is currently defending a lawsuit from the Texas attorney general alleging addictive design and improper data collection, claims the company disputes and which remain unproven. Shipping a feature explicitly built to reduce the friction of not stopping is, at minimum, awkward timing.

None of this makes the idea bad. Removing decision fatigue is a real service, and plenty of people want the television equivalent of a radio station.

But it is worth naming the trade. Netflix disrupted cable by giving viewers control, and it may be about to discover that control was never what most viewers wanted, only what they said they wanted.

Story by

Darius Popa

Technology enthusiast and intern at The Next Web, contributing to research-backed content and investigating new technologies and global even

(show all)

Technology enthusiast and intern at The Next Web, contributing to research-backed content and investigating new technologies and global events. Interested in business and how the narrative and perception of technology is shaped.

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Story by<br>Darius Popa

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