After the success of Netflix’s interactive film, Black Mirror: Bandersnatch, the most famous video platform, YouTube, plans to enrich its services by including more original content, some interactive, which will follow the guidelines of the classic books “Choose your own adventure”.
Its purpose is to “increase viewers and advertising sales of the platform,” as confirmed by Google’s subsidiary. It has also been confirmed that Ben Relles, who has so far been responsible for the company’s unscripted programming, will direct this project.
YouTube has already experimented with this type of interactive content, but has limited itself to advertising campaigns and not with original content. In this sense, its main competitor, Netflix, takes advantage of it after the premiere of The Cat with Boots: Trapped in an Epic Story, Minecraft: Story Mode, and its successful Black Mirror: Bandersnatch. Producers have been trying for years to tell stories that allow viewers to choose between different options, but only with current technology has it been possible: “Now we have incredible new tools and opportunities to create and tell multilayered, interactive stories,” said Susanne Daniels, original programming manager at YouTube. “Ben has an intuitive and experienced understanding of how the platform can enhance content, making it the perfect choice for developing this exciting new division,” she added.
So, not long from now, YouTube will present us with the first results of this personnel restructuring project and its programming. Will it be able to compete with Netflix?