Just because Netflix can outperform every other top American subscription on-demand streaming service in terms of subscriber numbers, profit generated, and viewing hours doesn’t mean the service is satisfied. Netflix is always on the lookout for ways to improve its bottom line, just like any other business.

There are certainly areas for improvement at Netflix, and recent reports indicate that company executives aren’t thrilled about the internal engagement metrics they’re seeing. Internationally, Netflix has begun experimenting with the return of a feature it once employed globally: free trials. Could lagging engagement in the United States bring free trial offers back for domestic customers as well? After an analysis of the evidence, we think it’s quite possible.

Throughout the 2000s and 2010s, Netflix’s 30-day free trial was a staple of the service. But in October 2020, the streamer put the free trial to bed for good, and its business hardly seemed to skip a beat; Netflix has added over 100 million new subscribers globally since then.

But reporting from Android Authority indicates that Netflix is bringing back free trials in some territories — though not in the United States or the United Kingdom. The company has confirmed it is testing free trials, but has not made any statement to the effect that trials are coming back globally. Domestically, Netflix’s support page still explicitly states that Netflix does not offer a free trial.

Could the return of free trials help Netflix ratchet its engagement back up in the United States? There are reasons to think not, chief among them being that the streamer had nearly 90 million paid customers in the U.S. and Canada the last time it provided a public update. In other words, most of the people in the U.S. who want a Netflix subscription probably already have one.

But free trials could be especially beneficial to the streamer if it were to offer them to returning customers as well as new subscribers. Canceling a streaming service to sign up for it again later is very common behavior among American consumers, especially as prices rise and viewers are forced to prioritize their entertainment budgets more stringently. And luring ex-customers back into the fold with a free trial will surely allow Netflix to convert some of them into long-term customers again.

One major difference between the Netflix of today and the Netflix that discontinued free trials in 2020 is that nowadays, the streamer offers a big selection of live events, including live sports. Netflix has an oft-stated philosophy of pursuing live programming that it can market as a big event, and such programming can be a big draw for new and returning subscribers.

Netflix executives pledged after the release of their second quarter 2026 earnings report that they would be adding more live events to the streamer, and touted the ability of such events to draw viewership. Bringing viewers back to watch these live events with free trials, then attempting to convert them to long-term subscribers once again, is absolutely a strategy I could see Netflix trying to employ.

The streamer could also bring back free trials to use in tandem with features like vertical video, live podcasts, and other recent updates that former subscribers may not be familiar with. Netflix has made great strides to try to become more like YouTube in recent months, including exclusive deals with some content creators.

There’s ample evidence to suggest Netflix is willing to change its mind about a past decision, as well. The streamer once espoused the benefits of password sharing, only to later become the industry leader in cracking down on such practices. Netflix executives also used to laugh off the idea of adding live sports to the platform; now, the streamer hosts NFL and MLB games each year, and is a name to watch for future sports investments.

The testing of a new strategy in international markets before rolling it out in the United States is another time-tested tactic from Netflix. The streamer first tested password-sharing restrictions internationally in the early 2020s to iron out any kinks before launching those restrictions in the U.S.

Until Netflix actually brings back its free trial in the United States, this is mere speculation. But the streamer is testing free trials in other territories, and if it sees a positive effect on engagement from the return of trials, they could be brought back for domestic subscribers in short order.

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Netflix

Netflix is a leading subscription-based video streaming service that offers on-demand access to an extensive library of over 3,000 movies, 2,000+ TV shows, and a growing collection of acclaimed Netflix originals. Renowned for producing groundbreaking content, Netflix has become a cultural powerhouse with hit originals like “Stranger Things,” “Wednesday,” “Squid Game,” “The Crown,” “Tiger King,” “Bridgerton,” “The Witcher,” and “Black Mirror.”

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The platform constantly updates its catalog, introducing fresh content alongside timeless classics and international hits. Netflix’s commitment to storytelling has also earned critical acclaim, with award-winning exclusives such as “Roma,” “Marriage Story,” “The Power of the Dog,” “Mank,” and “Ma Rainey’s Black Bottom.” In 2023, their animated film “Guillermo del Toro’s Pinocchio” won an Academy Award for Best Animated Feature, further solidifying Netflix’s reputation for high-quality content.

Recently, Netflix has expanded beyond standard movies and TV titles with the addition of video podcasts, and is also exploring a digital store that would offer third-party streamers within the app.

Netflix offers three plans – stream on 2 devices in HD with the “Standard with Ads” ($8.99) plan, on 2 devices in HD with the “Standard” ($19.99) plan, and 4 devices in up to 4K on the “Premium” ($26.99) plan.

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