November 5, 2024, 11:21 am | Read time: 4 minutes
Normally, the range of new Netflix content is constantly growing. However, it has now been announced that a whole range of content will disappear from the streaming platform on December 1.
As a streaming provider, Netflix has a reputation for producing a lot of its own content. As one of the first major providers on the market, it was precisely these so-called originals that were crucial for Netflix to establish itself as the brand it is today. The range of new content continues to grow from month to month. However, it has now been announced that the streaming provider is making significant cuts in a certain sector and is even completely scrapping all but a handful of titles. Specifically, this relates to Netflix’s interactive content.
Interactive streaming never quite made it out of the niche
The so-called “Interactive Specials” category is one of many at Netflix. The idea behind this format is, on the one hand, to capitalize on the gaming hype of recent years and merge it with streamed content. On the other hand, this is intended to encourage users to watch certain films and series again and again. This is because interactive content, which Netflix has been producing itself since 2017, is all about allowing viewers to decide how the story continues.
This works in a similar way to video games. At certain points in the plot, the viewer is given the opportunity to choose between several options. Should the protagonist follow the creepy noise from the cellar or not? Should they eat unhealthy snacks or go for the healthy alternative? Depending on your decision, you end up watching a completely different movie or series than another person may watch.
For the concept to work, a wide variety of set pieces have to be filmed in order to be able to react to the user’s decisions. This makes the production of interactive content complex and expensive for providers such as Netflix. At the same time, the format has not yet been able to fully establish itself.
Netflix phases out interactive content
This is also shown by Netflix’s current inventory of interactive content. As of now (November 5, 2024), the catalog comprises 24 titles. The majority of these are aimed at a younger target group. The overview includes titles such as Boss Baby. Find the Baby or Spirit – Wild and Free: Join-in Riding Adventure based on the popular animated films by DreamWorks.
However, there is also some content with a higher FSK recommendation. In 2018, for example, the interactive Netflix film Black Mirror: Bandersnatch caused quite a stir. It stars Will Poulter (Dopesick, “Midsommar) and Fionn Whitehead (Dunkirk, Great Expectations), among others.
Back in January, the well-known journalist and insider Stephen Totilo reported that Netflix was planning to give up its interactive division. Now, however, Netflix has announced that it will stop producing new interactive content completely. The streaming giant has now confirmed this to the industry magazine The Verge. And not only that. With the exception of four titles, the existing range is also to be removed from the platform on December 1, 2024.
Stream interactive content on Netflix
The following four titles will remain available for the time being and are not affected by the removal:
- Black Mirror: Bandersnatch
- Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend
- Ranveer vs. Wild with Bear Grylls
- You vs. Wild
If you want to watch the other interactive content on Netflix again before December 1, you can find it in the “Interactive Specials” category. However, this cannot be found via the main navigation. Alternatively, you can find it under the name of the category or by using terms such as “Interactive” via the search function. This works in the browser as well as on a smartphone or PC.
You can also use the secret Netflix codes in the browser. With the corresponding number combination, you can actually access a whole range of hidden titles on the platform. The code for interactive Netflix content is: “2869704”.
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Why Netflix no longer produces interactive films and series
We can only speculate about the reasons in detail. A Netflix spokesperson said: “The technology has served its purpose but is now being scaled back as we focus on technical efforts in other areas.” This likely indicates that the interactive films and series were not financially successful for Netflix, leading to the decision to not only cease production but also to conserve resources by removing the titles altogether.
This also fits in with the fact that Netflix is pushing this course in its gaming division. Mike Verdu, then head of the gaming division at Netflix and currently responsible for GenAI games, stated months ago that the company wanted to focus primarily on interactive narrative games. Therefore, the interactive format seems to work better for Netflix games than films and series.