Netflix is removing most of its interactive content – and I’m not surprised

There’s no denying that Netflix is one of the best streaming services. This is of course the most popular. Every day, people around the world turn on Netflix and hear the iconic “Thudum” sound, signaling that it’s time to watch a show or movie.

But the sound doesn’t appear to have motivated people to try out Netflix’s interactive content. According to Edge Netflix has confirmed that the streaming service will delist 20 of its 24 “Interactive Specials” on December 1st.

Other Netflix Interactive Specials

As of December 1, here are the remaining Netflix interactive specials:
“Black Mirror: Bandersnatch”
“Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend”
“Ranveer vs. Wilde with Bear Grylls”
“You against the Wild”

Now you may be thinking to yourself, “Who cares?” And… well, that’s such a problem. While Black Mirror: Bandersnatch made a splash upon its debut—and is one of four games that will live past December 1—other games have failed to gain traction. In fact, a report from The Verge highlights that Netflix’s first interactive game, 2017’s The Cat in the Book: Trapped in an Epic Tale, has been missing from the streaming service for some time.

There are probably several reasons for this. The titles may simply not have been convincing. But I think it has to do with two factors: the rise of mobile viewing and the fact that people didn’t want it at all.

Netflix Interactive Specials: Gone and Long Forgotten

Let’s look at the last reason first, because I think that’s why this venture ultimately failed for Netflix.

When I sit down to watch movies in the evening or on the weekend, my goal is almost always to relax and unwind. And given the literal existence of the colloquial expression “Netflix and chill,” I’ll go out on a limb and say I’m not alone in this desire.

In fact, I’m sure many of you not only want to relax, but also often hold a second screen in your hands to further distract yourself.

So, in hindsight, it’s not surprising that the interactive media format would fail. When your core audience is not only trying to relax, but often isn’t even fully engaged with the series or movie they’re watching, the last thing they want to consume is something that strength deal with them. Not when you can just watch a comfortable show for the millionth time and scroll through on your phone instead.

Netflix looks set to go all-in on mobile gaming

Netflix on Android

(Image credit: Tom’s Guide)

Speaking of your phone, this is another reason Interactive Specials were doomed. These specials are made for sitting on the couch in front of the TV. And increasingly, that’s not how people consume Netflix.

According to a report from Advertising Research Foundationas of 2023, over 6% of US households now watch TV exclusively on their mobile devices (h/t Wrapper). This increase amounted to one million homes. from 2022. The share of homes without a TV at all also increased from 7% to 8%.

Data from Statistics also highlights the prevalence of viewing on mobile devices. From May to September 2023, the number of unique viewers who watched on mobile devices was 50% or more of the number of unique viewers who watched on television.

Netflix, for its part, appears to have seen the writing on the wall. In addition to most of its interactive releases, Netflix also close your AAA game studio just last month. The studio hasn’t even released the game yet, but apparently Netflix has seen enough to pull the plug.

But this does not mean abandoning mobile games. This announced as recently as a week ago, more mobile games will be added in the coming months.

The most telling comment that the move to mobile may have been the nail in Interactive Specials’ coffin comes from Netflix spokesperson Chrissy Kelleher. Speaking to The Verge, they said, “The technology (Interactive Specials) has served its purpose, but is now being constrained by its capabilities as we focus on technology efforts in other areas.”

Could the limitations in question be due to Interactive Specials’ dependence on watching Netflix on TV? I think yes, it is.