The focus will be to provide faster and buffer-free service to the Indian audience
Over the last 15 months, Netflix has managed to penetrate a substantial chunk of the Indian audience which aligns perfectly to its ambition which was disclosed last year about adding 100 million subscribers from India alone.
The streaming company is pinning such lofty ambitions on the fact that India’s massive Internet using audience is not stopping anytime soon and it will only grow. Hence, the company is not only expanding its catalogue content, but it is modifying the technology it is being used. Netflix is pushing on personalisation a lot, which is primarily catering towards what the local audience wants. Also, it is focusing on personalising very small things such as posters for each specific individuals.
“Machine learning is important for us,” Todd Yellin, VP-Product, Netflix told Hindustan Times. “We believe in users’ privacy. This is why we have a subscription model instead of ad-based,” he further added.
Yellin specifically mentions that he is focusing on technology to provide a faster and buffer-free experience. They are also looking at include at collaborating with local internet service providers under its Open Connect programme.
“India was the no.1 reason we brought the download feature,” Yellin said. He also added that Netflix now offers adaptive streaming which will change the quality of videos according to the speed and quality of the Internet.
“[The interactive content] does not have to be sci-fi. It could be whacky comedy, horror, and even sports,” Yellin said. He added that “more interactive content will be available in the next two years with better technology.”
Yellin said that 5G is a “welcome change.” He also said that with the new adaptive streaming technology, Netflix will allow scaling up of content to HDR and 4K quality which will only enhance the shift to the newer 5G network.
After the bumper success of Bandersnatch, new storytellers are now approaching Netflix with great ideas which are great interactive content.