A new feature arrives on theNetflixapp, allowing users to share scenes from movies and TV shows. Founded as a video rental service in the late 1990s, Netflix is now the largest and most successful streaming service. The platform houses hundreds of hit original movies likeThe Irishman(2019),Red Notice(2021), andThe Gray Man(2022), as well as popular TV shows likeStranger Things,Squid Game,Wednesday, andBridgerton.
A new report fromVarietynow reveals thatNetflix has launched a new feature called “Moments,” which allows users on mobile devices to share scenes from titles on the streamer with friends and on social media. The Moments feature became available on Netflix’s iOS app on Monday, October 28, with an Android version set to arrive in the future. Netflix describes the new feature with the following statement:
“With Moments, members can quickly bookmark a scene while watching on their phone, saving it directly to their My Netflix tab for easy access later. Members can also share their favorite scenes across platforms like Instagram and Facebook, creating a seamless way to engage with their favorite content and share it with friends. We’re excited to add even more features in the future to help members enjoy and share their favorite Netflix moments.”
Netflix’s chief marketing officer Marian Lee expanded on this with her own statement toVariety, explaining the benefits of the Moments feature and how it fits into how users engage with the streamer’s original content:
“You know that feeling when a scene, character, or line from a show or movie just sticks with you, and you can’t help but text your friends, ‘You have to watch this, it’s so good!’? Whether it’s sparking Halloween costume ideas or becoming a TikTok sensation, the incredible fandoms we see are a testament to what makes Netflix amazing. Our new campaign is all about celebrating these unforgettable moments, taking you back to the feeling you had when you first became obsessed with a great show on Netflix.”
Giancarlo Esposito, who is participating in the “It’s So Good” marketing campaign for this new feature, added on to Lee’s comment, saying, “I know firsthand there’s something magical that happens when a powerful story finds its audience on Netflix. Suddenly everyone is captivated and can’t stop talking about it, and that passion just keeps compounding.”
Olympian Simone Biles is also a part of this campaign, and she had her own reasoning for helping to promote the Moments feature: “When I get hooked by a story, I go deep. It happens all the time — I’m watching a scene and have to find someone to talk to about it. At the end of the day, I’m a fan who obsesses over shows like everyone else.” Check out the Netflix’s promotional video for the Moments feature below:
What Netflix’s Moments Feature Means For The Streaming Service
Will It Be A Success?
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The first major test for the Moments feature’s effectiveness will come later this year with the release ofSquid Gameseason 2, but it will likely also play a large role with the release ofStranger Thingsseason 5next year.
Though this could mean that spoilers become more common (and harder to avoid) on social media,the reach of some titles could become far greater with the Moments feature. It’s not clear at the moment whether Moments will only be available forNetflix originalsor for all titles on the service, but it could end up becoming the norm across the streaming industry. It’s possible that streamers like Prime Video, Disney+, and Max will end up instituting similar features to help users engage with content in new ways.
Our Take On Netflix’s Moments Feature
A Logical Next Step For Streaming Services
It’s hard to say just how much of a game-changer the Moments will feature will be, but it does seem like an obvious next step. After watching a movie or TV show, many users will want to further engage with it, sharing their opinions with friends and followers. For TV shows, this was far easier when episodes were released weekly, since everyone was on the same page, butMoments could help to combat some of the downsides of the binge-release model.
It would be surprising if other streamers didn’t begin to institute similar features. In an age where social media is so dominant,making scenes easily shareable feels like a no-brainer. With Moments now available on Netflix’s iOS app, it shouldn’t be long before users start taking advantage of this new function.
Source:Variety
Netflix
Netflix is a global streaming service offering on-demand access to movies, TV shows, documentaries, and original content. Founded in 1997 as a DVD rental service, it transitioned to streaming in 2007 and now operates in over 190 countries.
