LOS GATOS, California, March 4, 2026, 05:36 PST
- Netflix has inked a multi-year agreement with Ateme to use its TITAN Live transcoder in live streaming operations, the company said.
- It signals a shift toward ramping up live delivery, a space where technical hiccups are far more visible compared to on-demand viewing.
- Netflix shares nudged about 0.6% higher in premarket trading.
Netflix has signed a multi-year deal with French video software company Ateme to use its TITAN Live transcoder, Ateme announced Tuesday. The agreement is designed to bolster Netflix’s live streaming operations. 1
Netflix is pushing further into live programming with this deal, aiming to boost viewer engagement and open up more slots for its ad business. Live video, though, brings a different set of engineering challenges than Netflix’s usual on-demand platform.
Live streaming doesn’t cut any slack—everything hinges on real-time processing and steady delivery. Even minor glitches can grab headlines. Amazon and Disney, among others, have leaned heavily on live sports and event content, hoping to keep subscribers engaged and draw in more advertising dollars.
Ateme claims its TITAN Live software delivers real-time encoding using less bandwidth, supporting multiple codec formats. Essentially, a transcoder squeezes video files and restructures them, making playback possible on a range of devices and varying internet speeds.
Ateme claims its system is designed to boost video quality, relying on objective metrics like VMAF—a standard video-quality score—and backing that up with human eyes to eliminate visual defects. “We aligned on a shared vision, iterated quickly, and executed efficiently,” said Thomas Burnichon, vice president of innovation strategy at Ateme. 2
Financial details weren’t shared by the companies.
Netflix was trading up roughly 0.6%, changing hands at $97.70 before the opening bell.
Wall Street is eyeing whether Netflix can drive its next phase of growth through advertising and fresh formats instead of leaning solely on hiking subscription fees. On Monday, JPMorgan bumped Netflix up to overweight, boosting its outlook on the streamer’s tech strategy. The bank cited “storytelling and talent will remain critical moats,” Investopedia reported. 3
Netflix co-founder and director Reed Hastings exercised stock options and unloaded 410,550 shares on Monday, pulling in roughly $39.8 million, according to a U.S. securities filing. The sales came through a Rule 10b5-1 plan put in place last year. 4
Live programming, though, comes with sharper risks. A single big event marred by glitches or bad quality can sour things fast with advertisers and partners. Meanwhile, streamers are locked in bidding wars for top-tier live rights, pushing fees ever higher.
Back in November, Netflix announced it was testing dynamic ad insertion, swapping out ads individually for viewers during live streams in real time. The company expects to roll out the technology to more live titles in 2026. 5
