Netflix adds interactive polls to ‘Love Is Blind,’ other shows
On Netflix reality dating show “Love is Blind,” contestant Jessica Batten wasn’t sure who she’d rather be with — project engineer Matt Barnett or fitness instructor Mark Cuevas. “At this point, I can see them both being my husband — which is crazy,” Batten said.
The show, released last year, struck a nerve during the COVID-19 pandemic with its premise of singles meeting potential partners behind a screen, unaware of what they look like.
But there wasn’t a way for viewers to express how they felt about scenes within Netflix, so many people took to social media sites like Twitter and Reddit. Now, they’re getting the chance to share their opinions directly on the streaming service.
In September, the company is testing new interactive polls for some of its subscribers on four shows, including “Too Hot to Handle” and “Love is Blind.”
For example, on “Love is Blind,” a poll question will appear on the screen after contestant Batten’s confessional asking viewers to decide which man she is thinking about more. Once viewers make their selection, they’ll see the results, based on who is watching that day.
Netflix executives hope the feature will increase the amount of engagement on its platform and foster a communal, shared viewing environment for its subscribers at a time when the streaming giant faces mounting competition for eyeballs.
“They choose what they want to watch when they want to watch it, and offering these engaging features is just another way to get the diverse set of experiences
to them,” said Angela Morgenstern, vice president of product content innovation for Netflix. “It’s really not about hitting a specific metric ... it’s more around how can we create experiences that expand the storytelling, that bring our audiences closer and more immersed to the stories that they love?”
The new feature comes at a time when Netflix faces a slowdown in subscriber growth as rivals — including Disney Plus and HBO Max — and other entertainment apps like TikTok expand their reach. Companies have tried to differentiate themselves based on content, but in the era of voluminous streaming libraries and binging, it has become more challenging to create water cooler moments where everyone is watching the same show at the same time.
Although Netflix won’t use the polls to change storylines, the online interactions could create a more communal environment, giving viewers added incentive to keep watching, analysts said.
“This allows people to feel like they’re watching it with someone else, to feel like they’re having the same thought or different thoughts from someone else, and that level of interactivity
and engagement encourages people to come back week after week, or episode after episode, to watch,” said Julia Alexander, senior strategy analyst at Parrot Analytics.
Polls could also help better familiarize viewers with an interface that’s different from passive, linear television viewing. And it could benefit Netflix as it diversifies its programming to include video games. The company said in July it plans to add mobile games to its large library of films and series.
“Netflix is about to become a much more interactive platform,” Alexander said.
Company executives say polling gives viewers an opportunity to personalize their experience on the streaming platform.
“Polling is going to enable us to really explore how choices can lead to connection,” said Dave Schlafman, director of design, interactive experiences for Netflix. “We think this will make viewers feel like they’re part of a larger Netflix community in making choices, and we also think it’s going to help spark conversation, whether that’s sitting next to your family or friends on a couch or starting that conversation online with followers or friends.”