Streamers increasingly see interactivity as a way to stand out
Streamers increasingly see interactivity as a way to stand out
It’s not enough to simply have the best programming anymore, and streaming services are doing their best to try and separate from the competition any way they can.
Viewers are having a harder and harder time telling streaming services apart. A survey from Hub Research published in March shows that in 2025, customers report they’re less able to describe what makes a given streamer different from its peers than they were in 2024 — with the exceptions of Prime Video and Apple TV+. That is leading streaming services to try a new tactic: personalization and interactivity. From content recommendations to bespoke programming, streamers are trying all kinds of new methods to customize their experience to individual customers in order to boost engagement and retain subscribers.
Key Details:
- SportsCenter for you The new ESPN streaming service will have a personalized version of “SportsCenter” for subscribers.
- Shopportunities: Prime Video has introduced all kinds of ad formats designed to attract viewers to products they personally would want.
- Push and pull: Netflix recently removed interactive episode specials, but its AI search function should allow viewers to customize recommendations more.
Interactivity and personalization are key features that can help streaming services differentiate themselves from the competition. With so many services now available, the need to stand apart from the competition is more imperative than ever before, particularly with the industry’s increased focus on profit.
One of the best ways for streamers to reach profitability, now that most customers in the United States who want a streaming subscription have one, is to boost engagement. It’s not enough to simply bring a new user to a service; streamers have to ensure that audiences are spending meaningful time with their platforms, especially on ad-supported tiers. High engagement numbers mean that viewers are more invested in and connected to the content on the service, making it less likely that they will cancel. This also allows streamers to make the case to advertisers that they deserve a premium return for ad space on their platforms.
The new ESPN streaming service is a great example of how companies are trying to make their streaming services more interactive and personalized. Disney CEO Bob Iger has discussed the need for digital integrations on the service many times, and has frequently pledged that the service will have more “bells and whistles” than customers will see by simply watching the ESPN cable channel.
Those bells and whistles include sports betting options via ESPN Bet, fantasy sports, e-commerce features such as the ability to shop for team merchandise or even buy tickets to games, and a place to browse advanced stats. ESPN executives have also teased that the new streamer will offer a personalized version of “SportsCenter,” which will use AI to customize the show based on the individual user’s preferences.
That sounds a little like what Peacock did as part of its coverage of the 2024 Summer Olympics in Paris. The streamer allowed fans to customize the events they wanted to see in daily recaps, and even used an AI-generated version of Al Michaels’ voice to run through those highlights. Peacock is also rolling out a new ScoreCard feature for NBA broadcasts starting in fall 2025, which will let fans predict what they think will happen in a game and compare those predictions to other fans’.
Streamers with a large sports component seem particularly interested in interactivity, no doubt in part because of the success that e-sports leagues have seen in making their streams interactive. This is almost certainly a way for video streamers to try and win over younger viewers, who have flocked to platforms like Twitch and YouTube in recent years.
However, it’s not just sports streaming services that are using interactivity and customization more. Prime Video rolled out shoppable pause ads around a year ago, deepening the links between the video platform and the e-commerce side of Amazon’s business to try and get audiences shopping more while watching TV. Amazon ads can also be targeted based on a consumer’s browsing and viewing history while using its services, creating a more personalized experience.
Even Netflix has tried its hand at interactive content. The streamer has dozens of mobile games that are designed to boost engagement, and it has also experimented with interactive TV shows that let the viewer decide what happens next, such as “Black Mirror: Bandersnatch.” The company made headlines recently by announcing the removal of much of this interactive content, but its attempts in this arena have been far bolder than some of its competitors.
Netflix is also trying to make recommendations even more personalized, and is testing a new recommendation engine powered by AI that will let viewers type in everyday phrases to get bespoke recommendations. It may not be interested in creating interactive episodes any longer, but Netflix clearly recognizes the need to keep some level of interactivity on its service.
I think there’s a good chance that interactivity and personalization will catch on amongst subscribers. Customers really do need a way to tell streaming services apart, and feeling as if a given platform is adept at tailoring its content to each individual is a great way to do that. The real question becomes which streamers will be willing to invest in features and content that help them become more interactive and personalized, and which will try to continue relying on their content libraries for differentiation.
A 2023 survey shows that interactive content can effectively keep viewers from hopping between streaming services. With the need to stand out against the competition more acute than ever before, streaming services are increasingly leaning into interactivity and customization to help viewers not only find their services but stay engaged once they’re subscribers.
Prime Video
Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.