Interactive content (branching-narrative titles like Black Mirror: Bandersnatch) is Gibson Biddle's candidate for Netflix's fifth growth stage in the GLEE Model (Get Big, Lead, Expand) sequence, as discussed in his March 2021 talk. At that point roughly 1% of Netflix customers watched an hour or more of interactive content per month; the stated goal was to grow that to 15-20% of customers over 5-10 years — a Percent-of-Users Threshold Metric (vs. Average)-style metric rather than an average.
Defensibility (the DHM Framework (Delight, Hard-to-Copy, Margin-Enhancing) 'hard to copy' leg) was argued to come from two sources: proprietary branching-narrative tooling, and Netflix's accumulated relationships with studios and storytellers willing to build for the format — both Four Sources of Hard-to-Copy Advantage (Brand, Network Effects, Technology, Scale) levers (technology and relationship/network effects) rather than brand or scale alone.
Biddle frames this as one candidate bet among several (see Placing Bets (Strategy-as-Bets Framing)), not a certainty — a live example of applying Growth-Wave Succession Principle: building a next wave before the current streaming wave crests.
Из тем: Netflix, Consumer Science, and Strategy Storytelling