Netflix is exploring live channels and pursuing World Cup rights as part of a broader effort to revive its stock performance, which has fallen sharply amid signs of slowing subscriber engagement. The streaming giant is discussing the addition of live channels and bundling other subscription-based streaming services to boost viewer engagement, according to reporting from the Wall Street Journal on July 9, 2026.
Netflix, Disney, and Alphabet’s YouTube are all interested in competing for U.S. broadcast rights to the 2030 and 2034 FIFA World Cups, according to people familiar with the matter cited by CNBC on July 7, 2026. Media executives are budgeting between $1.5 billion and $2 billion for each tournament, significantly higher than Fox’s $485 million payment for English-language rights to the 2026 tournament.
The World Cup pursuit represents Netflix’s expansion of a live sports strategy that has already yielded results. In December 2024, Netflix secured exclusive U.S. broadcasting rights to the Women’s World Cup in 2027 and 2031, marking its first major live soccer deal. FIFA has alerted media companies that English- and Spanish-language U.S. rights for the 2030 and 2034 men’s tournaments are likely to be sold together, which could drive prices even higher.
Netflix’s strategic pivot toward live content comes as the company faces investor pressure. Netflix stock has declined more than 40% over the past 12 months, and the company reported disappointing guidance in April. The streaming service’s share of TV viewership fell to 7.8% in April, according to Nielsen data cited by the Wall Street Journal—the lowest level since May 2025. At the company’s spring business review, executives noted that subscriber engagement, a key metric measuring how long people watch and how frequently they finish content, was showing signs of decline.
The live sports strategy addresses a core challenge for Netflix. Unlike traditional content that viewers may abandon partway through, live events create urgency and drive consistent viewership. Analysts have noted that live sports could boost Netflix’s advertising revenue by attracting premium advertisers and creating stronger pricing power than traditional streaming content, according to reporting from The Motley Fool on July 5, 2026.
Netflix is not pursuing full-season sports rights, according to prior statements from company executives. Instead, the strategy focuses on special events and can’t-miss programming. This selective approach contrasts with traditional sports broadcasters and allows Netflix to control costs while maximizing impact.
Sources
- CNBC — Netflix, Disney, and YouTube bidding for 2030 and 2034 World Cup U.S. rights; budgets between $1.5 billion and $2 billion per tournament; FIFA bundling English and Spanish rights
- The Wall Street Journal — Netflix exploring live TV and bundles as subscriber engagement declines; stock down 40% in past 12 months; TV viewership share at 7.8% in April
- Reuters — Netflix secured exclusive U.S. broadcast rights to 2027 and 2031 Women’s World Cups (December 20, 2024)
- The Motley Fool — Live sports could boost Netflix ad revenue with premium advertisers
