Netflix is really trying to experiment and iterate on their platform. It’s made fruitful strides into the live TV space and today claims over 94 million global monthly active users. This increase in engagement reflects the streaming giant’s commitment to diversifying its content portfolio, which now includes sports, comedy shows, and other special events.
The service has slowly been adding live television programming to draw in a wider audience. Among its most successful additions is weekend, daily and weekly coverage of WWE wrestling events, strategically aimed to attract young sports fans. Netflix’s new strategy of including live content would certainly attract a wider demographic. This action creates a better experience for users and helps improve the quality of engagement.
In addition to sports, Netflix features a range of comedy specials and awards shows that aim to entertain viewers in real-time. These live events offer an immersive experience for subscribers, because they can interact with and shape the experience as it’s happening. And Netflix has held surprise events that have made headlines for weeks. For instance, they recently live streamed the “Love is Blind” reunion, which helps to prove their dominance in the increasingly competitive live streaming space.
Despite its drawing power and ambitious approach not all of its live events have been a hit. Not all of Netflix’s creative campaigns were as successful as Netflix hoped, which led to Netflix reconsidering the creativity of its content and pivoting when things fell short. In the meantime, the company is focused on continuing to diversify its live content strategy to build long-term sustainability.
Aside from their exclusive Live content, Netflix is introducing innovative formats to the advertising landscape. One of those formats will of course be based on generative AI tech—specifically, to customize ads to the individual shows running on the platform. This is the strategy behind increasing viewer engagement—providing content that is more tailored to what they want to watch and what they’re already watching.
Sarah, veteran reporter for TechCrunch since August of 2011, has been tracking this story since long before her arrival in TCV. She has extensive IT operational background in banking, retail, and software development industries. This unique background gives her reporting depth and perspective. Prior to coming to TechCrunch, she wrote for more than three years at ReadWriteWeb, establishing herself as one of the premier voices in technology journalism.
Netflix is adding to its live TV programming. The overarching objective is to produce a smart, well-rounded, and compelling viewing experience that not only informs but entertains and delights its viewers. The service is heavily focused on incorporating sports content and original comedy series. It uses bold out-of-home ad campaigns to adapt to shifting market landscapes.