KOLKATA: Along with content, user experience is taking centre stage gradually in the over-the-top (OTT) ecosystem. As users are now exposed to enormous content via a number of platforms, the OTT players are looking at introducing more features to make their experience better. Streaming giant Netflix is the latest to introduce a new feature that will automatically download recommended content for users on their smartphones.
The new feature ‘Downloads For You’ is currently available on Android globally and it will come to iOS later this year. Netflix started testing the feature in late 2020 and the platform saw high usage of the feature in the US at that time. However, it is going to be more important for countries like India where users consume content mostly on mobile devices.
Users have to visit the Downloads tab on the app and turn on Downloads For You. Netflix is leaving it up to users how much storage they want to be used for downloads: 1 GB, 2 GB or 5GB. The feature will only download titles when you’re on a Wi-Fi network, so you don’t unknowingly use up your mobile data plan. Most of its content catalogue will be available for offline use, other than few limitations owing to licensing rights.
“Today we’re launching Downloads For You, a new feature that automatically downloads recommended shows or movies to your mobile device based on your tastes. Whether you’re a comedy fan stuck on a long car ride or a rom com lover without internet, we do the work so there is always something new waiting to entertain and delight you,” Netflix product innovation director Patrick Flemming said in a blogpost.
“Three years ago, we introduced Smart Downloads so you can find the next episode of your favorite show – even when you’re on the go. Now, we want to make discovering your next new favorite series or film quick and easy whether you’re connected or not,” the statement added.
Netflix is taking many steps lately towards content discovery. It announced in January that it would be rolling out Shuffle Play for all its subscribers across the globe in the first half of the year.