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Netflix were the pioneers of TV and movie streaming and, for the last ten years, have remained the go-to name in the video on demand (VOD) marketplace. In an attempt to gain an edge, competitors have not only replicated Netflix's business model, but have also tried to get one step ahead by looking at more diverse ways of delivering content to customers.

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As a result, many streaming services no longer follow the model established by Netflix. Many, including rivals Amazon, offer third-party subscriptions and most now offer live TV services.

The inclusion of live TV streaming as part of video-on-demand packages may seem a little strange. After all, the whole point of VOD is to be able to watch what you want, when you want. Having to tune in to a broadcast at a set time may seem slightly archaic to the modern viewer. But there is still a place for such a service in the streaming world.

By integrating live news, sports and local TV into packages, streaming companies can appeal to impulsive viewers who want to watch something that is happening right now. HBO still offers a live channel through cable and live-streaming subscription services including Amazon and Hulu. Another way to get viewers on board is to offer live streaming of major sporting events. Amazon has already signed up to show Thursday night NFL games.

However, as a leader in the sector, Netflix seems reluctant to be seen as following others. But is that a wise strategy? Live streaming seems to be taking off in many sectors where it allows businesses to appeal to a wider audience. In the world of online gambling, the ability to offer on-demand services has not stopped the demand for live casino games such as live blackjack and providers have reacted accordingly ensuring that the requirements of all players are met.

Netflix remain focused on improving what they already do rather than expanding their services into new areas. And while other brands remain in their shadow, they see no reason to be led by them. But could this tactic be an oversight? Should Netflix take what others are attempting and just do it better to remain at the top of the pile? Or will they wait until their subscriptions levels start to decline significantly before they decide to change tack?

Much will depend on how established streaming rivals Amazon, HBO and Hulu perform in the coming months and how newcomers such as Facebook and YouTube fare as they enter the fray.

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Netflix was built on a niche concept and they seem determined to stick to their principles. Their product was designed to eliminate the need for live TV so it goes against their instincts to adopt it as part of their package. But sometimes you have to take a step back to go forward again. The way that media is consumed is constantly changing and the rise in the popularity of vinyl has proved that customers are not always looking for something new.