To bolster engagement, Netflix executives at the company have recently discussed adding live channels that would continuously stream certain programs, or shows and films from a certain genre, according to people familiar with the matter. The company has also explored bundling other subscription-based streaming services, including NBCUniversal’s Peacock, into its offering. It would sell those subscriptions through its main app as rivals such as Amazon.com and Apple have long done, some of the people said, The Wall Street Journal reports.

Netflix’s discussions about adding TV channels and potentially streaming bundles, which would appear like tiles on the streamer’s home page, show how the company is willing to pivot from its roots.

For years, Netflix’s co-founder Reed Hastings preached the importance of focus and simplicity to succeed. But Netflix now faces increasing competition from the likes of Disney, HBO Max and YouTube. Free ad-supported streaming services such as Fox Corp.’s Tubi and the Roku Channel, which include linear channels and are known for more-casual viewing than Netflix, are gaining viewership fast.

Netflix shares fell 1.2% in extended trading.