Netflix pushes interactive entertainment strategy
Netflix is transforming into an interactive entertainment system. It uses personalized vertical video feeds ("Clips"), generative AI, and gaming platforms like "Playground" to enhance user experience and sustain growth across various formats.
PUBLISHED :
Netflix is accelerating its shift from a streaming service to a more interactive entertainment system offering films, live events and games to sustain revenue growth through personalisation and immersive elements.
The launch of a new mobile interface built around vertical video clips reflects Netflix's efforts to adapt to short-form viewing habits while helping users discover films and TV shows.
The strategy extends into gaming and family entertainment with the launch of "Netflix Playground", while algorithms, human curation and artificial intelligence (AI) tools are being used to tailor recommendations, artwork and local collections.
"Netflix's primary mission is to entertain the world by offering a broad range of compelling local and global content across various devices and formats," said Elizabeth Stone, chief product and technology officer at Netflix.
Ms Stone says the company's member experience will be defined by three shifts: becoming more immersive, personalised and interactive.
Netflix is utilising generative AI to better understand its catalogue and improve member personalisation.
For creators, Netflix views AI as a helpful tool for visual effects, localisation and promotion, which led to its recent acquisition of the AI filmmaking tech company InterPositive founded by Hollywood actor Ben Affleck.
To support a growing variety of content such as live events and games, Netflix is enhancing its user interfaces across TV and mobile.
Vertical video feed
Kim Hoe, head of product design for mobile, said that to improve discovery Netflix is launching "Clips", a personalised vertical video feed that allows members to swipe through short, dynamic video highlights to find their next show or movie.
The company plans to test themed Clips collections, allowing members to explore curated sets of clips by mood or genre, from reality TV moments and behind-the-scenes content to podcast snippets.
The feed debuts in South Korea and Japan in July, followed by more countries across Asia-Pacific.
Eugenie Yeo, senior director of product merchandising for Asia-Pacific at Netflix, said the company curates an individualised experience where different members see completely different titles, row orders, and customised artwork or trailers for the exact same show based on their tastes.
The merchandising team aims to blend smart AI recommendations with a human understanding of local fandoms and pop culture trends, she noted.
The merchandising segment is curating hubs and collections for cultural moments and regional passions, such as the World Baseball Classic in Japan, Songkran in Thailand, and adaptations of manga and webtoons, said Ms Yeo.
"More than 3 billion people play games. Our vision is to make the Netflix membership more valuable by allowing members not only to watch great stories, but also to play in them," said Lisa Burgess, general manager of the games studio at Netflix.
Netflix is expanding beyond passive streaming by integrating gaming natively into the platform, allowing members to actively play inside the stories and worlds they love.
While initially focused on mobile, the company plans to bring gaming to the TV screen so families can share play experiences in the living room, she said.
To solve the problem of expensive, ad-heavy kids' games, Netflix created "Playground", a safe curated space without paywalls, in-app purchases, or chat features, designed for kids to interact with their favourite characters.
The games studio aims to feature around 25 different intellectual property-based experiences by the end of the year, Mrs Burgess said.
source: Bangkok Post https://www.bangkokpost.com/business/general/3269143/netflix-pushes-interactive-entertainment-strategy
