Netflix eyes 24/7 linear channels to combat audience fatigue

This shift marks a departure from the company's signature binge-watching model. Continuous streaming would allow subscribers to leave channels running indefinitely, a strategy designed to capture eyes that might otherwise drift to other apps. Beyond boosting total watch time, the move offers a strategic advantage for Netflix’s growing advertising tier, as linear-style programming naturally limits the ability of users to skip commercials.

Internal discussions suggest the company is also evaluating potential content bundles, with Peacock identified as a prospective partner. These initiatives follow a series of recent experiments, including short-form video, video podcasts, and gaming apps, aimed at diversifying the platform’s appeal. The urgency is underscored by Nielsen data showing Netflix’s share of total TV viewing slipped to 7.8% in April, coupled with reports of audience attrition between the first and second seasons of its original series.