Introduction
In a world dominated by on-demand content, the idea of returning to live TV might seem counterintuitive. However, the concept of "tuning in to tune out"—engaging with live TV or scheduled programming—can offer unique benefits that streaming services like Netflix can capitalize on.
Now, I know live entertainment isn't anything new for Netflix, and the latest live shows and events are a testament to that (not to mention the upcoming contracts with the NFL and WWE).
Instead this concept explores the idea of "scheduled streaming", a term I'm using to describe the act of taking existing content and scheduling it into a "live" channel experience. Let's dive in!
Benefits to customers. Bringing back the concept of a live TV guide.
Create current events around past content
Scheduled streaming brings an element of spontaneity and excitement that on-demand content may lack. As it exists today, streaming is a lonely game, but with scheduled content that feels "live", Netflix can built a communal viewing experience and foster a sense of occasion around its content.
Here are some ideas on how to further create timely events around existing content.
- Themed channels for every mood. And not just channels dedicated to Comedy, Drama, and Action, but "R-Rated Rom Coms" and "Oscar Nominees".
- Channels to prime upcoming releases. Imagine a channel dedicated to stand up events leading up to the latest Netflix comedy special. Or a channel dedicated to Bridgerton leading up to the latest season release. Viewers are already re-watching past seasons to prepare for new ones, but now it can be an "event".
- Channels around timely events or times of year. Curated channels around the holidays, Olympics or seasons. How about a channel dedicated to characters that leave the big city during the holidays to the small town they grew up in?
- Celebrity and filmmaker curated channels. Have stars from popular existing/upcoming shows/movies curate their own day/week/weekend of content. e.g. Chris Hemsworth curating an action-packed week of movies leading up to Extraction 3.
A break from decision fatigue
In an era of endless content choices, having the option to just tune in to a curated, scheduled slate of content can be a refreshing change. It allows the viewer to essentially shift the obligation of what to watch to someone else.
For many, particularly older audiences, the familiarity and ease of tuning into a channel and watching entertainment without the paradox of choice is comforting, allowing viewers to relax without the constant need to choose what to watch next.
Tuning in to tune out
Let's face it, we're living in a two screen world. I'd guess a large percentage of viewers are "watching" Netflix whilst using other devices or multitasking with something else. Curated streaming channels is perfect for this. Often times folks just want something "on" but don't necessarily care what it is, and therefore would rather not make the choice in deciding what to "watch".
Whether they're doing household chores, checking their phones, or working on their computers, having a scheduled streaming option can provide a comforting background presence that doesn't require constant attention, and can serve as a backdrop to other activities.
Interactive live (and catalog) experiences
One of the ways to drive engagement during live events is through interactivity, and there's no better company to combine the technology and entertainment aspects to make this possible (and delightful).
For example, during the recent Tom Brady roast on Netflix, imagine if viewers could vote on their favorite roaster live while the event was happening. Audience members could see results in real-time as well, further engaging them in the "event behind the event" and encouraging them to stay tuned throughout the special.
This could also expand in to real-time polls during live AND cataloged shows. For instance, while watching a drama, a prompt might appear asking viewers to predict what a character will do next or to vote on their favorite scene. Like a little easter egg that only appears during specific moments in the show.
These quick polls can provide instant feedback, showing viewers how others have voted. This not only keeps the audience engaged but also creates a shared viewing experience, even when watching from different locations.
A better experience for upcoming and live events
The current experience of watching live Netflix events is not great (😬). And the reason is simple: the existing catalog layout of content just doesn't work in promoting and engaging in live event viewership.
Incorporating a "guide" view creates the experience most are already familiar with when experiencing live content.
Benefits for advertisers
As streaming services gradually reintroduce advertising, schedule streaming presents a unique opportunity. Traditional TV has long been the gold standard for advertisers due to its ability to reach a large, engaged audience simultaneously. Live TV can integrate advertisements seamlessly into programming, ensuring that viewers see the ads in real-time, which is more challenging with on-demand content where ads can be skipped or blocked.
For Netflix, adopting live TV features can open up new revenue streams through targeted advertising. Advertisers can leverage the real-time aspect of live TV to create more interactive and engaging ads, enhancing the overall viewing experience while benefiting from higher engagement rates.
Conclusion
Reintroducing elements of live TV can enhance Netflix’s offerings by providing a unique viewing experience that appeals to a broad audience. By tapping into the shared excitement of live events, the ease of scheduled programming, and the allure of themed and celebrity-curated channels, Netflix can offer viewers a new way to engage with content and with each other. Additionally, embracing live TV opens up new advertising opportunities, making it a win-win for both viewers and the business.