Netflix is reportedly struggling with a decline in engagement. Live TV and content bundles may be the solution, executives believe, according to a new report.
Jessica Toonkel and Ben Fritz, reporting for The Wall Street Journal (Apple News link):
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.
Engagement, which measures how long people spend watching content and how frequently they finish a movie or series, is the holy grail in modern Hollywood. It signals that customers are satisfied and less likely to cancel their subscriptions.
To help with its engagement problem, Netflix is reportedly considering adding “live channels” to the service that presumably play movies and TV shows. The idea seems to be that users could just turn on a “channel” instead of browsing for the next thing to watch.
