Netflix is ‘judiciously’ expanding into interactive experiences

Netflix is expanding its focus beyond traditional streaming by investing heavily in interactive experiences. The company sees interactivity as a way to complement its linear storytelling and unlock new entertainment opportunities. This includes features like real-time voting, which Netflix is testing with shows like "Dinner Time Live With David Chang" and plans to use with its live "Star Search" revival. Netflix is also shifting its gaming strategy to focus on multiplayer party games that can be played directly on TVs using smartphones as controllers. The company believes that as technology advances, creators will find innovative ways to utilize the smartphone as a controller. Additionally, Netflix is developing games based on its own franchises, as well as games for kids and more mainstream titles. Netflix sees this shift towards interactivity as a way to drive engagement and retention, thereby supporting its business. The company plans to "ramp up its investment in this area judiciously" as it remains "extremely excited about the progress" it has made in the interactive entertainment space.