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Netflix Is Exploring Live TV and Bundles as It Struggles to Keep Viewers Hooked
Streamer is rethinking some of its core strategies to compete with rivals
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(2 min)
EMIL LENDOF/WSJ
By
and
July 9, 2026 5:03 pm ET
Top Netflix NFLX-0.16%decrease; down pointing triangle executives who gathered for its annual business review this spring had a lot to be cheerful about. Profits were rising, customer defections remained at industry lows and it had hit franchises including “Bridgerton” and “Stranger Things.”
But one metric was pointing in the wrong direction: Subscriber engagement was showing signs of decline, according to attendees. At the time, it was a small part of a conversation about the company’s goals, but it has since become a frequent topic of discussion at meetings, people familiar with the matter said.
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This copy is for your personal, non-commercial use only. Distribution and use of this material are governed by our Subscriber Agreement and by copyright law. For non-personal use or to order multiple copies, please contact Dow Jones Reprints at 1-800-843-0008 or visit www.djreprints.com.
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