Netflix is entering a new era to increase viewer engagement and deliver more immersive experiences. The company announced that it will introduce real-time voting for its live broadcasts. This important announcement was made by Netflix CTO Elizabeth Stone at a conference. This move represents a new way for the streaming platform to increase viewer engagement. The new feature will allow viewers of live shows to interact in real time and even influence the course of the content.
A major innovation from Netflix: Real-time voting begins for live broadcasts
Viewers will be able to vote while watching live content on their TV or mobile devices, directly influencing the outcome of the program they are watching. Netflix first began testing this feature in August on the live cooking show “Dinner Time Live with David Chang.” In these tests, viewers were asked to choose between tuna and cheese toast or soup and salad. The voting results were displayed live on screen.
The company will roll out the real-time voting feature more broadly on the talent competition “Star Search.” The show is being revived by Netflix after a 20-year hiatus and will air next year. CTO Elizabeth Stone stated that viewers will be able to vote from home via TV or phone to decide whether contestants advance. Stone stated that this is just a starting example of how content can become more interactive over time.
During voting, a prompt will appear on viewers’ screens, giving them a limited time to evaluate their performances. If a viewer rewinds or falls behind in the live stream, they may miss the voting window. According to Netflix, this feature will allow subscribers to feel part of the story and influence it.
Early tests have revealed consistent viewer engagement across episodes. Netflix believes these results are a strong signal of the potential of interactive entertainment in the future. The streaming giant hopes that the new interactive functionality will create a community-focused viewing experience for its members amidst increasing competition from other platforms.
This isn’t Netflix’s first foray into interactivity. The company previously tested viewer surveys on reality shows like “Too Hot to Handle” and “Love Is Blind.” However, the new announcement suggests that this engagement will be much more widespread across live broadcasts and other formats. With these steps, Netflix aims to further engage viewers in the shows they watch.
In addition to live broadcasts, Netflix is also focusing on real-time interaction for its “Party Games” for TV and, in the future, for podcasts. Stone noted that cloud gaming offers a similar interaction pattern. For example, games like “Boggle” will be available on TVs in the last quarter of this year. Immersive experiences featuring animations and dynamic special effects are also being launched on the homepage. This innovation, which began with the Halloween Collection, will be followed by the Holiday Collection in December and special themes like “Bridgerton” in the future.
Giving viewers control over live broadcasts could change passive viewing habits on the platform. These steps by the platform towards cloud gaming and interactive shows are also likely to increase competition in the entertainment industry. So, what do you think about this new interactive voting feature that Netflix has introduced for live broadcasts?
