- This is an excerpt from a story delivered exclusively to Business Insider Intelligence Digital Media Briefing subscribers.
- To receive the full story plus other insights each morning,click here.
The newfeature is centered on the mobile homepage and will function like the Stories dashboards users see on social platforms, like Instagram. The feature will include videos and images from Netflix Originals, and users will have the option to share clips with friends and set reminders to watch the series at a later time, or once they premiere. Business Insider Intelligence
Netflix is attempting to improve user experience around its mobile app, and adopting social-like features could be a user- and -Netflix friendly way of doing so.
With its newest feature, Netflix is replicating a format that has already proven popular on social, meaning its users will be immediately comfortable with the functionality should it roll out more broadly.
Netflix has also already seen success with its presence on social platforms, including organic, viral success when its original film ” Bird Box” sparked a wave of memes. If it decides to roll out social-adjacent features on its app, it could apply some of the same savviness internally to generate conversation around its content — only now that conversation will stay within its own ecosystem.
This update follows several other recent moves the streaming giant has made to improve the mobile experience:
- In April 2018, Netflix began runningvertical, Snap-esque trailers in its app.
- In June 2018, Netflixupdated its popular offline-viewing feature, available only on mobile or tablets, to automatically download and delete episodes of shows viewers had already engaged with.
- And last November, Netflix launched acheaper option for mobile in international markets, focused on India, in an attempt to pull traffic from mobile-dominated regions.
For the first time in history, US consumers are projected to spend more of their time on their phones than watching TV, and Netflix is preparing for that lead to widen. With US consumers spending an average of 3 hours and 43 minutes on their phones every day,per eMarketer, some of that time will go to streaming video.
Still, as of March 2018, only30% of Netflix viewing occurred outside of TV devices — and computers likely made up the bulk of that 30%. However, Netflix did note that60% of its users report watching video on mobile each month — a number that’s likely grown since its app tweaks.
Even if its app doesn’t become the main viewing hub for US subscribers, it could still boost viewership for and loyalty to the platform. If people simply scroll through a Netflix feed to see what new Originals are available, or respond to friends who sent trailers, that’s likely to cement eventual viewing — even if it’s on a different device.
Interested in getting the full story? Here are two ways to get access:
1. Sign up for the Digital Media Briefing to get it delivered to your inbox 6x a week. >> Get Started
2. Subscribe to a Premium pass to Business Insider Intelligence and gain immediate access to the Digital Media Briefing, plus more than 250 other expertly researched reports. As an added bonus, you’ll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. >> Learn More Now
Source: Read Full Article