Netflix Ventures into Live Broadcast Channels as Demand for Real-Time Content Rises

Netflix began by delivering movies and TV shows through the post. As the internet became more capable of hosting and showing this content, Netflix pivoted away from physical media to online VOD. It proved to be the right choice for the business, with the accessibility of the new platform even causing knock-on effects for the once-standard TV industry. Cord-cutting was seen en masse, and all because of Netflix’s model.

You get to watch (mostly) whatever you want, when you want it, without adverts, for a comparatively very low monthly subscription, and can enjoy the content from any device. The binge model was formed, and TV broadcasters had to try to catch up. Since, however, Netflix has been looking to better emulate classic TV formats in an effort to expand their offerings. They’ve been putting on live shows, live sports, and will soon begin to host live broadcast channels in France.

While, on the face of it, such a move seems a bit backwards, it follows the increasing demand for live, real-time content that even the binge-watchers seek from time to time.

Going Live is a Huge Draw

Live streaming has been seen as a massive potential area for growth by the major streaming services for years. It’s why we’ve seen so many of them snap up the odd Premier League, NFL, and tennis match – and eventually getting exclusive rights in some markets. Going live creates an innate draw for users, as they have to tune in at that time to see what happens in real time and be in the conversation while it’s still there.

This is why other entertainment products have adopted live shows and even non-entertainment sectors have begun to lean into live events. On the former, it’s all about creating a unique and real-time experience that feels different, engaging, and immersive every time. This has been the direction the iGaming industry has been going in for a while, for instance. Across a number of places where users can play bingo online, you’ll find several live game events happening each day, usually ending with a big Evening Main Event, and toting different themes, prizes, and games.

On the latter, whereas, it looks as though the next big step for retail is the world of live shopping. It’s already a colossus in markets of the Far East – particularly in China – and is gradually picking up steam this way, too. The practice involves sellers setting up live-stream events and inviting customers or fellow platform users to tune in live. During the event, there’ll be surprise releases, special items, and all of it can be purchased there and then in real time.

Tapping into the Appeal of Going Live

Live streaming content – be it via a live sports event or a live broadcast that adheres to TV scheduling – creates demand. People have to tune in to get the immediate content and respond in real time. Already, Netflix shows live boxing events, including Monday Night Raw and NFL Christmas Day games.

Live broadcasting is another matter, with the recently announced Netflix-TF1 deal being among the first of its kind. It’ll see the five free-to-air channels of TF1 broadcast as they usually would to French televisions on the streamer. It’s an experimental move that may see Netflix and its kin find similar deals elsewhere.

There would be many issues in some countries, though. The UK, for example, operates a TV licence that Netflix circumvents. However, if a similar deal was struck with the BBC – a regular production partner of Netflix – then the licence may be needed for a Netflix subscription, too.

Netflix has become such a colossus that it’s even seeing it viable to tap into the very television model it roundly usurped. Doing so will, in theory, add another real-time, live element to the service that will create even more of a draw.

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Adam Regan

Deputy Editor

Features and account management. 3 years media experience. Previously covered features for online and print editions.

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