With Interactive TV, Netflix Makes Every Viewer a Showrunner

Netflix's choose-your-own-adventure content will find its audience--first through novelty, then because creators will tease ever more fireworks out of the form. But interactive TV starts at a disadvantage: It is arriving just as we've learned, in so many ways, not to interact at all. Peter Rubin (@provenself) wrote about the Tetris effect in issue 26.11. This article appears in the February issue.