Netflix is accelerating its shift from a streaming service to a more interactive entertainment system offering films, live events and games to sustain revenue growth through personalisation and immersive elements.The launch of a new mobile interface built around vertical video clips reflects Netflix's efforts to adapt to short-form viewing habits while helping users discover films and TV shows.
The strategy extends into gaming and family entertainment with the launch of "Netflix Playground", while algorithms, human curation and artificial intelligence (AI) tools are being used to tailor recommendations, artwork and local collections.
"Netflix's primary mission is to entertain the world by offering a broad range of compelling local and global content across various devices and formats," said Elizabeth Stone, chief product and technology officer at Netflix.
Ms Stone says the company's member experience will be defined by three shifts: becoming more immersive, personalised and interactive.
She said the company believes the member experience will be defined by three shifts: becoming more immersive, personalised and interactive.
