It was so for many when Netflix entered the game and introduced the world to accessible content through a term, we would all be familiar with very soon called “OTT”. But we must dive deeper to understand the current trend and what has changed for streaming platforms to keep their subscribers pumping in cash every month.

Consider this question, “What is the right mix for keeping a streaming platform and its subscribers happy?”

In a surprising move that further solidifies Netflix’s evolving strategy, the streaming giant announced today a groundbreaking 10-year, $5 billion deal with WWE to stream Monday Night Raw exclusively starting in 2025. This landmark agreement marks a significant departure from Netflix’s traditional playbook, signalling a strategic shift towards diverse content offerings, including live sports entertainment. The move underscores the streaming service’s determination to remain a heavyweight contender in the ever-intensifying streaming wars.

So for a contender like Netflix, which relied heavily on original content, to now pivot to live TV, it speaks a lot about old consumer habits that will be around for a while. All the content in the world at your fingertips is great, but live TV has always taken precedence in a household.

The $5 billion pact with WWE indicates that Netflix is diving headfirst into live sports, aligning with the current trend where streaming services are eager to bolster their offerings with sports content. Amazon’s billion-dollar bet on NFL’s Thursday Night Football and Apple TV+’s focus on Major League Soccer are just a few examples of this growing trend.

While Netflix remains a content powerhouse, spending a staggering $17 billion on content annually, the platform recognizes the enduring appeal of licensed properties like ‘The Office’ and ‘Friends.’ In 2022, 53 per cent of total series viewing time on Netflix was attributed to originals, a significant increase from 22 per cent in 2017. The balance between original and licensed content seems to be the new strategy for Netflix as it strives to retain subscribers amid challenges like password-sharing crackdowns and experiments with ad-supported models.

If the past indicates how the industry moves, then we know other streaming giants are closely watching the situation to compete for bragging rights with Netflix. So far, the infamous line “Consumer is king” reigns supreme as your right to watch what you want will always be at the forefront.