Be choosy on Netflix

There is no denying that Netflix is the new rage. This could probably be the reason why it keeps on incorporating new features. The streaming giant is testing a new feature that allows the viewers to watch a scene again.

The new addition serves a pop-up asking if the subscribers want to “watch this scene again” after certain ‘highlight’ scenes in a show. While the standard rewind button has been long available on Netflix and other major digital streaming platforms, this new feature is the sophisticated version of rewind, that helps users watch only a specific scene. Initially, the feature is said to be available for only a select few movies and TV shows from the streaming giant's vast content library. Though the company has not confirmed if the feature is a permanent one, Netflix has reportedly stated, “We’re trying out a feature which gives Netflix members the ability to re-watch favourite scenes and memorable moments with the click of a button. Right now we’re just looking to learn from it and may or may not roll it out more broadly in the future.”

However, the new feature is getting mixed reviews. While a few of the subscribers appreciated the new feature, some are of the opinion that rewind devalues the film and that multiple pop-ups would be frustrating. Experimentation and different thought are often the key to successful business and Netflix certainly knows a lot about both. On the business side, it has experimented with bypassing in-app subscriptions and a new mobile-only package to make its service more affordable.

Late last month, Netflix had updated its iOS app with certain new features, such as new toggles to move content 10 seconds forward and back. A dedicated button for skipping to the next episode in the series was also added. It has also improved upon the controls of the play/pause button.