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Netflix's Interesting Video Interactivity Feature

Updated: Feb 11, 2022


Netflix Interactivity Video Feature

Netflix is testing an interesting video interactivity feature for some of its content. It is embedded as part of video player itself. I noticed it for the content ‘Black Mirror: Bandersnatch’. When the actor displayed two breakfast serial options, i.e. Sugar Puffs and Frosties for his friend to choose from, just below the video, the player invoked two options on screen to select. And the two options were Sugar Puffs and Frotsies. I selected Frosties and the app saved my choice.


Similarly, during another scene, the actor asked him friend Yes or No for a certain condition. And while the other actor was thinking about the answer, the player invoked two options below the video and the choices were Yes or No. This is interesting concept as it enables users to interact with the context on the video/program. And this feature provides Netflix immense opportunities for targeted advertisements and also data for product companies.


Although this is a double-edged sword, as some users might find it too intrusive. The reason is due to the UI/UX intervention while watching a video. While it may be fine to get these selection choices once in a while, but if this becomes a regular option, then it may irate some users. And it is likely that users will find out that Netflix is forcing product choices and thereby infringing on privacy.


It will be interesting to find out the long-term outcome or plan by Netflix. But it is definitely the beginning of OTT-2.0 for both users and the OTT platforms. Its time to think beyond the SVOD and AVOD. It’s time to move for users interact with the app and vice versa. Interactivity VOD (IVOD).

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