LOS ANGELES – Netflix unveiled a groundbreaking expansion of its interactive entertainment offerings on Monday, announcing a new slate of choose-your-own-adventure programming that will span multiple genres and introduce advanced AI-driven narrative technologies.
The streaming giant revealed plans to launch 15 new interactive titles by the end of 2025, including a high-budget sci-fi thriller from the Russo Brothers and an interactive documentary series exploring climate change solutions. This marks the company’s most ambitious push into interactive content since the success of “Black Mirror: Bandersnatch” in 2018.
“Interactive storytelling represents the future of entertainment,” said Netflix Chief Content Officer Bela Bajaria during a press conference at the company’s Los Angeles headquarters. “We’re moving beyond simple branching narratives to create truly immersive experiences where viewers become co-creators of the story.”
The new platform will incorporate artificial intelligence to generate personalized story paths based on viewer preferences and past choices, potentially creating thousands of unique viewing experiences from a single production. The technology, developed in partnership with MIT’s Media Lab, analyzes viewing patterns to predict audience preferences and adjust storylines in real-time.
Industry analysts view the announcement as Netflix’s strategic response to declining subscriber growth and increasing competition from Disney+, Apple TV+, and other streaming services. Interactive content has shown higher engagement rates, with viewers spending an average of 45% more time with interactive titles compared to traditional programming.
“This is Netflix betting big on differentiation,” said media analyst Sarah Chen of Wedbush Securities. “In a crowded streaming market, interactive content offers something competitors can’t easily replicate. It requires significant technical infrastructure and creative expertise.”
The expansion includes partnerships with major Hollywood studios and independent creators. Among the announced projects is an interactive legal drama from Shonda Rhimes’ Shondaland production company and an interactive comedy special featuring comedian Kevin Hart.
Netflix plans to invest over $500 million in interactive content development over the next two years. The company is also opening a dedicated Interactive Content Studio in Burbank, California, which will employ approximately 200 creative technologists, writers, and engineers.
“We’re creating a new category of entertainment professionals,” Bajaria explained. “Interactive storytellers who understand both traditional narrative structure and the technical possibilities of branching storylines.”
The announcement comes as the entertainment industry increasingly embraces technology-driven innovation. The success of interactive gaming platforms and virtual reality experiences has demonstrated audience appetite for participatory media formats.
Source: Variety / The Hollywood Reporter
