YouTube is developing “Choose Your Own Adventure”-style shows, exploring a storytelling format that could increase viewers and ad sales for the world’s largest video website.
A new unit will develop interactive programming and live specials under Ben Relles, who had been overseeing unscripted programs, the company said Tuesday. Relles, who has worked at YouTube for eight years, just started in the role and is exploring the best ways for YouTube viewers to participate in stories.
People have been making “Choose Your Own Adventure”-style video series on YouTube for many years, often using the service’s Annotations feature. But YouTube stopped supporting new annotations in 2017 and erased existing annotations in January of this year, however.,” its first interactive program for adults. The company is now working on a larger slate. Last year, Walmart Inc. invested $250 million in a joint venture with Eko, which produces interactive series.
YouTube has already experimented with interactive advertisements. But interactive programming — with multiple story lines — requires a far larger investment to ensure choices load without buffering. Netflix has built technology that remembers the choices users make over the course of a story.
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