Netflix CTO Reveals Interactive Voting for Live Content

Netflix Introduces Interactive Features and Immersive Experiences

During TechCrunch Disrupt 2025, Elizabeth Stone, Netflix’s Chief Technology Officer, revealed the streaming platform’s expansion into immersive and interactive content. This initiative begins with the implementation of real-time voting capabilities.

Real-Time Voting for Live Content

This development signifies a novel approach to enhancing viewer engagement, enabling live show audiences to participate and influence events as they unfold. Viewers will have the opportunity to cast votes during live broadcasts, directly impacting the outcomes they observe on both television and mobile devices.

Initial testing of this real-time voting feature commenced in August with Netflix’s live cooking program, “Dinner Time Live with David Chang.” The functionality will subsequently be extended to the revival of “Star Search,” a talent competition series returning after a 20-year hiatus, slated for release next year.

As Stone explained during her presentation on Tuesday, viewers watching “Star Search” will be able to utilize either their television or mobile phone to vote, potentially advancing or eliminating contestants. This represents an early demonstration of how content can become more interactive across various devices, fostering a sense of participation and immersion for Netflix subscribers.

On-screen prompts will guide viewers, providing a limited timeframe for rating performances. It’s important to note that missing the voting window may occur if the livestream is rewound or not viewed in real-time.

Early Testing and Viewer Response

During trials on “Dinner Time Live with David Chang,” viewers were presented with choices such as preferring tuna fish over grilled cheese, or determining whether soups are superior to salads. The results of these votes were displayed on-screen for all to see.

Netflix reported consistent engagement across episodes during the initial testing phase, indicating a promising outlook for further interactive entertainment options. This suggests viewers are receptive to having a direct influence on the content they consume.

The company is prioritizing the development of features that allow viewers to feel more connected to the content they are watching. This focus on real-time responsiveness is intended to create a shared, community-driven viewing experience, particularly as Netflix navigates an increasingly competitive streaming landscape.

Previous Interactive Experiments

It should be recognized that Netflix has previously experimented with real-time voting through interactive viewer polls featured in its reality television shows, “Too Hot to Handle” and “Love Is Blind.”

Expanding Interactive Formats

Beyond live content, Netflix is also concentrating on real-time responsiveness for other formats, including its new Party Games for TV, and eventually, podcasts. This will allow users to actively engage with unfolding events in the moment.

Stone also highlighted the potential of cloud gaming, noting its similar interaction patterns. The company is preparing to launch living room party games in the fourth quarter of this year, with more to follow next year, such as a version of Boggle. These games will enable local friends and family to participate using their mobile phones while viewing the content on a television screen.

Immersive Homepage Experiences

In addition to interactive content, Stone announced the launch of immersive experiences on the Netflix homepage. These experiences will utilize animation and dynamic special effects to bring the platform’s content to life.

A new Halloween Collection immersive experience has already been launched, with plans to introduce a Holiday Collection in December and further experiences based on popular intellectual properties, such as “Bridgerton,” in the future.