"Netflix CTO Elizabeth Stone announced at TechCrunch Disrupt 2025 that the streaming service is branching out into immersive and interactive experiences, starting with real-time voting. The move marks a new way for the streamer to boost engagement, as it allows audiences of live shows to interact in real time. Viewers will be able to vote while watching live content to directly influence the outcome of what they're watching on their TV or mobile device."
"you'll be able to either on the TV or your mobile phone actually put in a vote that advances or doesn't advance some of the contestants on the show," Stone said on TechCrunch Disrupt's main stage on Tuesday. "So it's just a very early starting example of the ways that we think content can be more interactive over time, across devices, between TV and mobile, where a member who subscribes to Netflix can actually feel like they're part of the story, influence the storyline, and feel immersed in that."
Netflix is branching into immersive interactive experiences by adding real-time voting to live content, enabling audiences to influence outcomes across TV and mobile devices. The feature was tested on Dinner Time Live with David Chang and will be used in the reboot of Star Search. Viewers receive on-screen prompts and have limited time windows to vote; rewinding or lagging behind the livestream can cause viewers to miss voting opportunities. Voting inputs can advance contestants and on-screen results are displayed. Early tests asked viewers to choose between tuna fish or grilled cheese and soups or salads. Consistent engagement episode to episode signals potential for expanded interactive entertainment.
Read at TechCrunch
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