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Netflix launches interactive content; Not yet on Android devices, Chromecast

Netflix has launched its first interactive show, Puss in Book: Trapped in an Epic Tale, globally. How the interactive format works is, viewers are presented actionable choices for the characters in the show, they get to select between two options, and based on that the storyline is shaped. For example, at one point in the show viewers are asked if Puss should “fight valiantly” or “sit down for a cup of tea”, and depending on what they select a completely differently storyline plays out. The show is meant for kids and for repeat viewing, so that the next time they can opt for a different set of choices and see how that alters the story.

Currently, Puss in Book is the only interactive title on Netflix. The second show, Buddy Thunderstruck: The Maybe Pile will be available from July 14, 2017 onward, while the third show, Stretch Armstrong: The Breakout is under production and is expected some time in 2018.

The show is available on smart TVs, streaming media players, game consoles, and iOS devices with the latest version of the Netflix app. The company says that interactive content is not supported on the Netflix website, Android devices, Chromecast and Apple TV. On these devices a linear version of the show will play, without choices.

Focus on content

Netflix’s Q1 result revealed that subscriptions have slowed down across markets. The company missed its 100 million subscribers forecast for Q1. In India, it has 2-3 lakh subscribers, based on RTIs and an analysis by MediaNama. The company will be spending $6 billion on original content, including in India (here and here). In India, Netflix also has tie-ups with Red Chillies Entertainment and Viacom18 and will start streaming movies from these production houses in Q2.

According to Netflix’s chief content officer, Ted Sarandos the company follows an 80:20 ratio for content: 80% Hollywood content vs 20% local content. And while he agreed that there might be some variance in certain countries, he hasn’t seen any reversal to it in any territory yet.

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MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

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© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ