Currently people can click on Crackle's programming options and stream them when they want. But starting next month, Crackle will run a constant video feed as if it were a TV network, with a schedule of programming.
Visitors will still be able to stream programs at their leisure. But network chief Eric Berger says that the linear TV option gives viewers the "serendipity" of being able to discover something new when they don't expect it.
The change will also make it easier for traditional advertisers.