Media Industry Veterans: Netflix May Add Live TV as Top Shows Reportedly Lose 30-70% of Viewers
Thomas Richmond
Fri, July 10, 2026 at 11:39 AM EDT
4 min read
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Quick Read
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NFLX shares have fallen 41% over the past year while top shows bleed up to 70% of viewers between seasons, signaling a content problem distribution cannot fix
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Canelo vs. Crawford drew 41 million Netflix viewers, but competing against ESPN and Amazon for third-party live rights is a far costlier, riskier strategy
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Netflix may be preparing to make its biggest strategic departure from traditional streaming yet. A July 10 CNBC Executive Edge segment zeroed in on a Wall Street Journal report that Netflix (NASDAQ:NFLX) is exploring a deeper push into live television and third-party streaming distribution that could eventually allow subscribers to purchase competing services through its platform
The strategy could increase the amount of time subscribers spend inside Netflix, but it would also move the company beyond the controlled live events that have defined its approach so far. The CNBC hosts framed the move as a possible solution to weak engagement but questioned whether changing distribution would fix the underlying problem of the shows themselves
“It’s Always About Content” (Netflix May Have a Content Problem)
Summarizing the WSJ article, one host said: “Netflix is looking to get into live TV… exploring adding live streaming channels to its service, or potentiallyallowing subscribers to use its platform to buy access to other streaming services like NBCUniversal’s Peacock.” The panel noted that “Netflix recently partnered with France’s TF1to allow users in that country to watch some live content, including news. Other similar overseas deals could be a next step.”
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The hosts contrasted that with Netflix’s earlier posture: “Netflix has been applauded for having a live TV strategy that was unscripted but were events that they created.They weren’t bidding against other parties for the rights… They would stage fights… things that were under their control.” Bidding for third-party live rights, in the hosts’ view, is a different game than staging your own events
