# Netflix Aims to Boost Viewer Engagement with Live TV and Bundles Netflix plans to address declining viewer interest with live TV and bundled subscriptions. - **Source:** [9to5Mac](https://brifing.si/source/59447403-ce5b-427c-8132-8614f549929a) - **Published:** 2026-07-09 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/34f81e0f-e2cc-4895-a8f4-42297e730bb2 ## Netflix's New Challenge Netflix is battling a drop in subscribers' content engagement time. Executives are closely monitoring the decline in completion rates for shows/movies, a critical success metric for modern digital platforms. ## Could Live TV Be the Solution? The company is considering adding live TV channels with an 'on-off' logic. These channels aim to keep users engaged longer by continuously streaming themed content and could offer non-skippable ad slots for advertisers. ## Bundled Subscription Strategy Netflix is exploring bundled subscriptions with rival platforms like Peacock. This model, successfully adopted by Amazon and Apple, aims to retain users. Bundles will be sold via Netflix's main app and prominently featured on the homepage. ## Apple TV Integration Opportunity Integration with the Apple TV app could open new user channels for Netflix. However, Netflix has historically avoided displaying its content alongside competitors. If boosting engagement is the goal, this strategy may be reconsidered. ## Formula 1 Collaboration Example This year saw a rare collaboration between Netflix and Apple on Formula 1 content. Cross-platform sharing of exclusive content like the 'Drive to Survive' series hints at potential for similar models. ## Rethinking the Subscriber Experience For Netflix, a critical turning point may involve revisiting core strategies. Innovations—from custom video player updates to cross-platform collaborations—will play a key role in boosting subscriber loyalty. ## Sources covering this story - https://9to5mac.com/2026/07/09/netflix-looking-for-engagement-in-live-tv-and-bundles-while-apple-tv-app-integration-is-right-there/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._