Why is Netflix adding 24/7 channels?

The company aims to increase user engagement by offering an alternative content consumption format, especially for background viewing. This could also help mitigate the drop in second-season series viewership.

Will Netflix's 24/7 channels be free?

No, they will be available only to paid subscribers, including those on the ad-supported plan. Unlike Pluto TV or Tubi, Netflix does not offer entirely free content.

What other changes is Netflix planning?

The company is exploring the sale of bundled packages with other streaming services, following Apple TV and Prime Video. This could become a new revenue stream and audience retention strategy.

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Netflix Tests 24/7 Channels Similar to Pluto TV

July 10, 2026

Photo: The Verge

Quick answer

Netflix is considering adding 24/7 channels with continuous content flow, similar to Pluto TV, to enhance user engagement and offset declining second-season viewership.

Netflix is exploring the launch of 24/7 channels that would stream movies and TV shows continuously, according to The Wall Street Journal. The initiative resembles services like Pluto TV and Tubi, but with a key difference: content will remain accessible only to subscribers, including those on the ad-supported tier.

The company is also considering selling bundles that include other streaming platforms. This move could address declining user engagement, as previously reported. Notably, Netflix has faced reduced viewership for second seasons of its series, prompting the search for new formats.

Recently, Netflix has expanded its content library by adding video podcasts and digital media brands like BuzzFeed and Condé Nast. Such content requires minimal engagement and suits background viewing, potentially increasing overall user activity.

A Netflix spokesperson declined to comment on the reports. However, if implemented, this initiative could be a significant step in capturing audience attention amid growing competition in the streaming market.

Common questions

Why is Netflix adding 24/7 channels?: The company aims to increase user engagement by offering an alternative content consumption format, especially for background viewing. This could also help mitigate the drop in second-season series viewership.
Will Netflix's 24/7 channels be free?: No, they will be available only to paid subscribers, including those on the ad-supported plan. Unlike Pluto TV or Tubi, Netflix does not offer entirely free content.
What other changes is Netflix planning?: The company is exploring the sale of bundled packages with other streaming services, following Apple TV and Prime Video. This could become a new revenue stream and audience retention strategy.

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