Streaming: Netflix has found a way to knock out all its competitors

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With over 300 million paying subscribers and nearly 700 million users, and profits worth billions each year, Netflix seems to have the upper hand in what observers call the streaming wars. But to triumph over its rivals in the long term, the entertainment giant intends to focus on a new type of content: live events.

Live to make a difference?

This will include a new weekly talk show that was announced this week. The latter will be hosted by comedian John Mulaney and will be called “Everybody’s Live with John Mulaney.”

These live streaming ambitions come at the same time as Netflix has been diving into sports. For example, the Tyson-Paul fight last November was the most streamed live sporting event of all time, the Financial Times reports .

The entertainment giant followed up its momentum by offering two NFL games at Uncle Sam’s Christmas with a Beyoncé halftime show. It did well, as the event reportedly generated $180 million in advertising revenue.

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In January, Netflix got into wrestling with the weekly live broadcast of World Wrestling Entertainment (WWE)’s Raw. This ten-year agreement between the two entities promises to be very lucrative.

Questioned by our colleagues, Bela Bajaria, the director of content comments: “We like to do something loud, surprising, that can really create a ton of conversations. Live streaming is a great tool to get started with different types of programming. »

For his part, Laurent Yoon, an analyst at Bernstein, is convinced that this strategy will attract many subscribers: « Netflix has recently proven itself to be a credible destination for live events», with an increase in advertising revenue to boot.

Netflix's hesitations on the subject

As a reminder, this reorientation towards live sports at Netflix is ​​not new, even if its executives have long remained rather cautious. For example, the company's co-CEO, Ted Sandaros, explained in 2023:

We really believe we can have a really strong offering for sports fans on Netflix without having to be part of the difficult business model of licensing live sports.

Since then, the service has released several documentary series dedicated to rugby, Formula 1, cycling and tennis. Similarly, it offered live golf competitions.

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