Netflix Explores Live TV

Netflix, a pioneer of on-demand streaming, is expanding its programming to include live events, from cooking shows to wrestling and football. Among its new live offerings is Dinner Time Live With David Chang, a cooking show where Chang prepares dishes in front of viewers without retakes, adding spontaneity and freshness to the traditional cooking show format.

This move marks a shift for Netflix, which has traditionally focused on content available anytime, free of advertisements. However, faced with slower subscriber growth, Netflix introduced an ad-supported option and restricted account sharing. Live events have naturally followed as a means to attract new users and generate additional ad revenue, reaching both ad-free and ad-supported viewers.

Brandon Riegg, head of unscripted content, had long championed the idea of live programming. Initially tested with small events like stand-up comedy and reality show reunions, Netflix’s live strategy evolved, leading to shows like Chang’s. Despite some technical issues during a live Love is Blind reunion, Netflix has continued refining its infrastructure, conducting “low-profile” live tests to improve reliability.

The upcoming fight between Jake Paul and Mike Tyson is set to be Netflix’s most-watched live event to date, reflecting the platform’s interest in live sports. Netflix, which has always taken a cautious approach toward sports rights, will also air two NFL games on Christmas Day, marking its first entry into professional sports broadcasts. A live musical performance during halftime of one game is also planned, adding a unique twist to traditional sports programming.

With this expansion into live programming, Netflix demonstrates its adaptability in the changing media landscape. Though it has adopted a gradual approach, Netflix’s evolving strategy reflects a willingness to explore new forms of live content, potentially solidifying a more diverse offering in the future and further enriching the platform’s appeal.