The company is reaching for new sources of engagement to grow revenue as its focus moves away from subscriber count.

Driving the news: Come Friday, Netflix will have aired a live comedy show every night for seven consecutive days — one of the longest stretches of time for the format on the platform.

“To sustain healthy growth long term, we must continue to improve the variety and quality of our entertainment — with more, great TV shows and movies, a stronger slate of games and must-watch live programming,” the company said in its latest earnings report.

  • Comedy, sports, competition shows and music were cited as examples of live events the streamer has interest in showing.
  • “The Roast of Tom Brady,” aired Sunday night, brought in audiences interested in sports and comedy content. And among what Netflix considers a “must watch” is the upcoming boxing match between 27-year-old Jake Paul and 57-year-old Mike Tyson.

The intrigue: Netflix’s live strategy isn’t just about video content — it’s about in-person experiences too.

  • All three comedy programs that aired over the weekend — the Brady roast, a Katt Williams stand-up special and its John Mulaney-hosted talk show “Everybody’s in LA” — were tied to the Netflix Is a Joke comedy festival in Los Angeles, and all three were filmed in front of live audiences.
  • Live Nation, notably, is helping produce these shows and manage attendance, and the partnership could suggest an explosion of livestreamed concerts in the future.

 Hope’s thought bubble: In its quest to kill linear TV and grab the audience for itself, Netflix has to take on some of the legacy format’s features, including creating tentpole must-see live content.

  • Compelling live content also has another added benefit: fodder for conversations online that drive even more attention and FOMO toward shows and platforms.