For nearly a decade, Brandon Riegg has been on a mission to bring live television to Netflix, a platform primarily known for its vast library of on-demand shows and movies. Riegg, who joined the streaming giant in 2016 after a successful career at established networks like NBC and ABC, sees live programming as essential to Netflix's ambition of being a leading entertainment service globally. His experience with reality shows that incorporated elements of live interaction, such as voting, inspired his belief in the potential of real-time programming.

Together with Bela Bajaria, Netflix’s chief content officer and a veteran of the television industry, Riegg advocated for investments in technology that would enable the platform to produce live content. However, for years, they faced uncertainty when it came to specifying their intentions for this technology. Slowly but surely, the winds shifted, and Netflix began recognizing the necessity for live offerings to attract and retain subscribers.

In recent years, the company has ventured into various live programming experiments, including a successful Chris Rock comedy special and a much-talked-about reunion show for "Love Is Blind," which faced technical hiccups. Other experimental events included a live stream featuring baby gorillas and a roast of football legend Tom Brady. Through these events, Netflix was essentially engaging in trial-and-error, gearing up for more substantial live broadcasts that truly tested their capabilities.

This fall marked a significant turning point for the platform, highlighted by the high-profile Jake Paul vs. Mike Tyson fight, which drew over 65 million viewers—an extraordinary number that came with its own set of technical challenges. Looking ahead, Netflix is preparing to broadcast two NFL games on Christmas Day, making a bold entry into one of America’s most lucrative entertainment properties. With football holding the title for the most-watched television event in the U.S., the pressure is on for Netflix to deliver a flawless viewing experience.

Elizabeth Stone, Netflix's CTO, explained the vast difference between streaming pre-recorded content and live broadcasts. While on-demand video enjoys pre-planned production and encoding, live streaming must contend with real-time delivery and technical challenges, especially under high viewer pressure. To make this successful, Netflix needs to maintain robust infrastructure and continuously optimize its systems.

In her comments, Stone likened the streaming experience to a challenge: managing substantial real-time traffic means optimizing bandwidth, which can be a tightening point during peak viewership. Netflix has responded to these challenges by augmenting its infrastructure and working closely with Internet Service Providers to ready themselves for future events demanding massive bandwidth.

While the NFL games may not attract the extreme viewership of the Paul vs. Tyson fight, there are plans for the streaming giant to air WWE Raw starting January 6, 2024, alongside an exciting distribution deal involving future FIFA Women's World Cup broadcasts. The increasing trend of viewership for live sports and events means Netflix must innovate and adapt to capture the attention of viewers who are more enticed by live, interactive programming than ever before.

Amidst this landscape, Riegg is keen to explore what live programming could mean for Netflix beyond sports. He envisions creating unique live events that evoke the same communal thrill audiences experience during major occurrences like the Red Bull space jump. As they develop live formats reminiscent of "Dancing with the Stars" or "America's Got Talent," the potential for viewer interactivity and real-time engagement becomes an exciting frontier for both Netflix and its subscribers.

With Netflix’s ambitious plans for live programming, it's clear they are not just participating in the live TV space but are eager to redefine it. While challenges lie ahead, the company is committed to building connections between audiences, bringing them together in shared experiences that can transcend the traditional formats they have mastered over the years. Get ready for a thrilling ride as Netflix steps into the spotlight of live TV!