Netflix reports a drop in subscriber engagement, the metric that tracks how long viewers watch and how often they finish a title. The decline has prompted executives to explore new content delivery models.

One proposal is to add live channels that stream continuous movie and TV show selections. Viewers could simply flip to a channel instead of hunting for a new show, a format similar to traditional broadcast TV.

Another strategy involves bundling Netflix with competing services. Peacock from NBCUniversal is a candidate, and the company would sell the partner subscription through its main app, mirroring Amazon and Apple’s model. Meanwhile, Apple’s TV app integration remains limited; Netflix has avoided embedding its catalog alongside Apple’s library, citing concerns over cross‑catalog browsing.

These moves signal a shift toward hybrid subscription models and non-skippable ad formats that could reshape the streaming landscape. Consumers may benefit from more streamlined choices and potentially lower costs, while Netflix faces the challenge of balancing brand identity with broader platform reach.