Streaming giant Netflix Inc will now allow users to choose how a TV episode or movie will end as it pushes further into Interactive TV, Bloomberg reported on Monday.
The Los Gatos, California-based company is developing specials that will let its users decide the next storyline, Bloomberg said here, citing people familiar with the matter.
Netflix had earlier released the animated program “Puss in Book” where viewers could choose alternate endings of the same show.
The first project of the new lineup is expected to be released by the end of this year, and Netflix’s popular sci-fi show “Black Mirror” will feature an episode under this project.
Netflix was not immediately available for comments.
Netflix currently has 48 million customers for its monthly subscription service in more than 40 countries, with 35.7 million of them in the United States, where it dominates the subscription video on-demand market. In Europe, the company has been operating in the UK, Scandinavia and the Netherlands.
Germany ranks first among European countries in the number of broadband households, with 29.1 million in 2013, according to estimates from SNL Kagan. France is third with 24.7 million, behind Russia.
