YouTube is planning to expand the types of original content it produces to include choose-your-own-adventure style programs. According to a Bloomberg report, the Google-owned company will develop interactive content similar to Netflix's hit Bandersnatch under the leadership of Ben Relles. Previously the head of unscripted programming, Relles has been with YouTube for eight years but has just begun in his new role.
Since the plan is in its infancy, there's no word on what types of interactive content we could see from YouTube yet. The company has experimented with interactive advertising but has yet to introduce viewer choice into its original programming. It could be awhile before we see a choose-your-own-adventure creation from YouTube because this type of content, with multiple different options and endings, takes more time, effort, and money to produce than regular original programming.
Reportedly, YouTube's looking to bolster its original content offerings and increase ad sales by making interactive content. It's also hoping to get on the same playing field as some of its competition. Netflix's Black Mirror event, Bandersnatch, which launched at the end of 2018, was such a huge success that the company plans to develop more interactive TV series. Walmart may even get into the mix soon, as it has invested $250 million in a "joint venture" with Eko, a company that makes interactive content.