Netflix says it will expand its live programming after several high-profile events, including BTS: The Comeback Live – Arirang and The Roast of Kevin Hart, attracted strong audiences and helped drive subscriber sign-ups. The move matters because the streamer views live events as a tool for customer acquisition, advertising revenue and cultural conversation, even if they produce comparatively fewer viewing hours than scripted or on-demand content.

The BTS concert and Kevin Hart roast each received 21 million views in the first half of 2026, while Alex Honnold’s Skyscraper Live drew 13 million. Results were uneven: the SAG-AFTRA Actor Awards attracted 2 million views, down from 4.3 million the previous year, and music competition Star Search fell from 2.6 million viewers for its premiere to 600,000 for its final episodes. Netflix expects live programming to represent 5% of its content budget this year but only 1% of viewing hours; it says live events accounted for six of its 10 biggest new-member sign-up days over the past five years.