Why Netflix is rebuilding the bundle with live events, unscripted bets and Nasa launches

Expanding live programming

Netflix has moved cautiously into live content, learning from both successes and failures. A Love Is Blind reunion in 2023 faced technical problems that led to criticism. By contrast, the company streamed two NFL games without reported issues over Christmas. Its Mike Tyson v Jake Paul boxing match last year drew more than 60m households, despite mixed reviews about video quality.

The most significant live commitment so far is its $5bn, 10-year deal to stream WWE Raw weekly starting in 2025. This move is designed to provide consistent, loyal audiences and support its ad business.

The upcoming partnership with Nasa represents another step in this strategy. Beginning this summer, Netflix will carry Nasa+ streams of rocket launches, astronaut spacewalks and live views from the International Space Station. Nasa launched its own app and site in 2023 to expand access to space content, but Netflix’s global reach of more than 700 million subscribers offers a new level of exposure.

For Netflix, the deal serves as both a branding opportunity and a test of its growing live-streaming infrastructure. Nasa+ general manager Rebecca Sirmons described the partnership as a way to inspire new generations from the comfort of viewers’ homes.

Unscripted formats and advertiser appeal

Netflix’s focus on unscripted content extends well beyond live events. It is rebooting Star Search with plans for live voting in future seasons and has launched Building the Band, hosted by Backstreet Boys’ AJ McLean. Talks with Spotify about possible music awards shows or concert series indicate an interest in music and celebrity culture.

Other projects include a trivia show hosted by Neil Patrick Harris and quick-turnaround documentaries in collaboration with outlets such as The Daily Beast. These formats are designed to capture timely topics without requiring Netflix to become a traditional news outlet.

Unscripted content offers several advantages for the platform. It is typically cheaper and faster to produce than scripted drama, travels well internationally and often generates social media engagement. It also aligns with Netflix’s goal of building its ad-supported tier with family-friendly programming that can be easily localized.

Netflix has emphasized that unscripted formats are essential to building reliable viewing patterns that support its advertising strategy.

A strategy to reshape streaming

The approach reflects a broader ambition. Co-CEO Ted Sarandos told investors this year that Netflix aims to be the “first choice for entertainment” across films, series, live events, games and documentaries. This requires not just library depth but also consistent variety that keeps viewers engaged over time.

Netflix originally positioned itself as an alternative to scheduled TV, but is now investing in content that encourages viewers to plan their viewing in advance. The Nasa partnership is one part of that strategy and demonstrates how the company is using live events to expand its appeal and differentiate itself from rivals.

By adding competitions, music specials, celebrity interviews and live events, Netflix is aiming to secure the kind of regular, diverse viewing that once kept audiences loyal to traditional TV bundles.