# Netflix Revives the Cable TV Model Netflix is bringing back the cable TV model with always-on channels and subscription bundles. - **Source:** [The Next Web](https://brifing.si/source/afe24b20-b275-4c19-b9a6-8bb3c8babae7) - **Published:** 2026-07-12 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/ea2da4e4-488c-43aa-81f0-4fabc13b7810 ## Netflix's New Strategy Netflix executives are discussing adding genre-based always-on channels and integrating rival subscriptions into Netflix. This move aims to increase viewer engagement and maximize ad revenue. ## Cable TV-Like Model Netflix's shift to always-on channels and subscription bundles represents a major change in the industry. This model aims to reduce the burden of choice for viewers. ## Importance of Ad Revenue Always-on channels could boost Netflix's ad revenue by offering unskippable ad slots. This is a crucial strategy in the face of growing popularity of free ad-supported rivals. ## Viewer Engagement and Decision Fatigue Netflix's vast library causes decision fatigue among viewers. Always-on channels could solve this problem by making it easier for viewers to find content. ## Competition with Rivals Free ad-supported services like Pluto TV and Tubi offer low-effort viewing content. Netflix's new strategy aims to compete with these rivals. ## Netflix's Future Netflix's shift to always-on channels and subscription bundles represents a major change in the industry. This move could be a step towards rediscovering what viewers truly want. ## Sources covering this story - https://thenextweb.com/news/netflix-always-on-channels-bundles-cable — --- _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._