Audiences in the driver’s seat

As the OTT landscape continues to evolve at a rapid pace, we are seeing further innovation and interactivity being applied to video streaming experiences.

With the show, Bear Grylls’ next Adventure in the Wild guesting actor Ranveer Singh set to stream on July 8, interactive content will push over-the-top (OTT) video streaming market to its next phase of growth. Grylls is known in India for his show Man vs Wild that featured Prime Minister Narendra Modi in 2019. At several points along Ranveer’s adventure, viewers will be given two options on how the plot and character arcs move ahead, thus shaping the narrative.

“Globally, Netflix is known for interactive shows like Trivia Quest, Headspace: Unwind Your Mind and Battle Kitty and films like Cat Burglar, Boss Baby: Get that Baby and Carmen Sandiego: To Steal or Not to Steal.”

Netflix applies interactive storytelling to popular titles allowing users to make choices for characters that shape the story as a title progresses, with each choice leading to a different adventure. By giving people the power and freedom to shape their own interactive experience, Netflix has created an extremely fun and engaging way to experience the Netflix platform that not only attracts new users, but helps to reduce that all important churn rate.

Throughout these interactive stories, users are given a short time limit to make a decision to move the story forward, and while these experiences are extremely engaging, they can come with their challenges. For example, selecting options that lead to dead-ends, or selections that don’t impact the story in any meaningful way, can make the experience feel relatively trivial and unnecessary. Without dramatically increasing the length and cost of production to make richer storylines with alternative endings, it seems this type of interactive content is purely a novelty for the time being.

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