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In the aftermath of Black Mirror: Bandersnatch – the sensation of social media, choose your own adventure that Netflix launched last December – the company is looking deeper into interactive narration next innovative frontier in television shows and movies. This strategy will allow Netflix to differentiate itself against increased competition for streaming, including that of Apple, which announces the details of its new video service at an event next week, and Disney, which launches OTT family entertainment service, Disney +, later in the day. year.
At a press conference held on Monday, Netflix announced You vs. Wild a series of eight episodes featuring survival specialist Bear Grylls, which will allow viewers to choose the routes he will follow during his expeditions. "I do not think it's as dark as Bandersnatch ," joked Todd Yellin, vice president of Netflix products.
Yellin explained that Netflix had started experimenting with interactive shows in the space reserved for children, because "Children do not have established rules. They badume that's what the world is supposed to be. They will try it. "
When Netflix created an interactive episode for the children's series Puss # Boots the series worked well, says Netflix, prompting him to try others interactive projects for children. . According to Netflix, they also resounded. "That solved the issue for the kids," says Yellin, "but the question of whether it would work for adults was still open."
Bandersnatch was "the great experience", a- he continued. . But that was almost not successful. When Netflix launched the idea of a show where viewers would have control of the plot, the creator of Black Mirror Charlie Brooker, and his production partner Annabel Jones, Brooker "gave a beautiful smile and said patiently," Yes, that's something I would consider. Maybe I'll try this. & # 39; "
Yellin took his answer as an unpolished. But a month later, Brooker recalled, "I have a good idea" and "we were gone for the races".
When the series fell on Netflix on December 28, Yellin and other Netflix executives held their breath. "We did not know if a lot of people would watch him," he said. "Would they really want to take their remote control and bend down to make choices? Would half of people do that? How often would they want these choices? Every minute? Every five minutes?
But the answer, he said, was a resounding yes, Yellin saying the show had worked well, not only in the United States and the United Kingdom, but also in South Africa, Spain, Germany , in South Korea and elsewhere. territories. He did not provide any details.
Later in the day, Netflix CEO Reed Hastings said, "Like many of you, I became addicted to Bandersnach. What is the meaning of cereal or not, all the different options, and it's a great experience, I do not know if I would do it every day, but as part of my viewing experience, it's pretty exciting. "
Past from youth to science fiction, Netflix says it is now exploring interactive genre shows like romance, adventure and horror, in addition to helping Netflix differentiate itself from its next contest, interactive experiences also increase engagement by increasing the time spent on a given program.This is important for Netflix because it further promotes the time spent in its application.Last week, one of its programming officers, Cindy Holland, have The average subscriber spent two hours a day watching Netflix. The latest letters to shareholders have highlighted the fact that Netflix has plenty of room for growth, claiming that it only accounts for 10% of screen time in the United States. Or as he said rather maliciously last January: "We compete with (and lose against) Fortnite more than HBO."
To determine the best way for Netflix to spark a deeper engagement of viewers , he also badyzes how people watched Bandersnatch to specify what points of choice and how fast they occur in a movie or television show. "How much agency should [viewers] to have? ", Meditate Yellin.
" We want to try a set of interactive titles and see how they unfold.We want to continue to develop and innovate in the world of storytelling "
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