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Here’s Netflix’s Latest Move to Attract More Subscribers

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Mar. 14 2019, Published 10:23 a.m. ET

Netflix is looking to make more interactive content

Netflix’s (NFLX) Black Mirror episode “Bandersnatch” got very popular around the world when it debuted in December 2018. Good word of mouth caused more and more streamers to try out Netflix’s first meaningful attempt at interactive content.

Netflix’s vice president of content, Todd Yellin, said in a keynote presentation in Mumbai recently that the streaming giant would be venturing into more such interactive content, according to a report by Variety.

If Netflix’s push for interactive content takes off like “Bandersnatch” did, the company hopes that it will be able to differentiate its content from the ever-increasing competition and support its subscriber count as a result.

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Netflix is also doubling down on foreign—especially Indian—content

According to Yellin, “Bandersnatch” was a “huge hit” in India and around the world. While “Bandersnatch” was quite dark, Yellin said that the other interactive shows it makes may not belong to the same genre.

Yellin was quite bullish on India. Netflix has already been doubling down on Indian content, and Yellin said that the streaming giant will make much more of it. He said that the series Sacred Games was popular not only in India but also abroad. He claimed that two out of three viewers of the Indian series lived outside India.

Netflix is plowing capital on original content in foreign languages to woo more subscribers outside the United States, where it’s seeing tremendous growth. Meanwhile, its domestic subscriber growth is slowing drastically, which explains why it’s doubling down on its foreign content.

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