Netflix Expands Interactive Content, Plans More in Next Two Years
Netflix has been expanding its interactive content offerings in recent years, with projects like the interactive films and series Black Mirror: Bandersnatch and You vs. Wild. These formats give viewers control over the story's direction. Todd Yellin, Netflix's Vice President of Product, has been instrumental in developing and implementing these innovations.
The production of interactive content at Netflix is a collaborative process. Netflix provides the technical foundation and develops the software for seamless interactivity. External production companies, such as Endemol Shine UK for Black Mirror: Bandersnatch, and Electus (now part of Matador Content) for You vs. Wild, handle the creative and technical implementation of specific content. Authors and directors play a crucial role in designing the branching narratives and decision points. Netflix experts like Todd Yellin and his team focus on product strategy, user experience, and the technology platform, ensuring the interactive experience is intuitive for users.
Todd Yellin, not a producer in the traditional sense, oversees Netflix's product strategy, user experience, and technology platform for all content, including interactive formats. He works closely with creative teams, external producers, and developers to make interactive experiences feasible and appealing.
Netflix plans to release more interactive content in the next one to two years, including comedies and romances with viewer decision-making elements. Todd Yellin announced this increased focus at the FICCI-Frames conference in Mumbai. Following the success of Black Mirror's Bandersnatch episode, Netflix is prioritizing interactive content production. The Bandersnatch episode, inspired by choose-your-own-adventure novels, allowed viewers to make key decisions for the lead character, demonstrating the potential of interactive storytelling.
