Netflix Explores Live TV and Bundles to Revive Slipping Engagement

Netflix is now exploring live TV and streaming bundles to counter signs of weakening viewer engagement, marking an expansion beyond its recent short-form video push. The strategy follows July 7 partnerships with BuzzFeed, Condé Nast, Hearst, Penske Media, and People Inc. to launch 3- to 20-minute lifestyle clips in early August, aiming to close the gap with YouTube’s 13.4% U.S. TV share versus Netflix’s 7.8%. Despite rising profits and low cancellation rates, the company is broadening its offering to sustain habit formation and retention amid intensifying competition.