Netflix recently announced that viewers will soon be able to choose the next storyline in an episode of one of their favorite TV shows or movies. The company is working on a couple of special episodes whereby the viewer decides how the story will continue. The first of these projects will be released before the end of this year. Will this innovation further disrupt the television industry? And how will Netflix’ competitors such as Amazon and HBO Go react according to their business strategies?
A key factor of Netflix’s business strategy is personalization. Netflix provides the users specialized content and recommendations based on the user’s interests, preferences and previous watched shows or movies. When it comes to customer experience, they are now extending their service as they let viewers decide how the story will unfold and even end.
Netflix has already offered this experience with children’s shows, but the next interactive show will be for adult viewers. At the end of 2018, viewers will be able to personalize an episode of the sci-fi show Black Mirror. By adding a ‘game-element’ in the shows or movies, Netflix also tries to lure a group of new viewers: gamers.
However, there are certain challenges Netflix has to deal with. To create such an interactive experience, the shows and movies need to have longer scripts. Thus, more work for writers, actors and crew. As a result, production processes will become longer and more expensive.
It will be a great challenge for Netflix to pull this off. But when they do, they can become the first player in the field who successfully integrated interactivity in their shows. Moreover, they could play a significant part in the further disruption of the traditional television and online-streaming industry.
Do you think this innovation will pull off? Will other companies rethink their business strategies and also start to adapt to changes when it comes to interactivity? What do you think will happen?
References
Burks, B. (2018). Netflix Letting Viewers Choos their own Ending for Some Shows. Retrieved 14-10-2018 from https://screenrant.com/netflix-tv-shows-interactive/.
Rele, A. (2018). Je kunt straks zelf kiezen hoe je Netflix-serie eindigt. Retrieved 14-10-2018 from https://nos.nl/artikel/2253075-je-kunt-straks-zelf-kiezen-hoe-je-netflix-serie-eindigt.html.
Shaw, L. (2018). Netflix is Planning a Choose-Your-Own-Adventure ‘Black Mirror.’ Retrieved 14-10-2018 from https://www.bloomberg.com/news/articles/2018-10-01/netflix-is-said-to-plan-choose-your-own-adventure-black-mirror.