Why Netflix Needs Facebook
Even Netflix may realize that it needs to keep moving to survive, as it is actively recruiting a Facebook Integration Engineer to move the company to the next level. By utilizing the Facebook API, the movie provider will be able to create two key features competitors currently lack.
1. Spreading ratings to the internet: Netflix dipped its toe into social networking years ago with its own friends system that let users see what other people were viewing, what they had rated programs, and mini-reviews of entertainment. The company ended the friends system this past spring, reportedly because of a lack of popularity. However, the program had been around for more than five years. If it was really unpopular, Netflix probably would have killed it off much earlier. The more likely reason for axing the friend system was because Netflix realized that Facebook could bring its movie social networking to a much greater audience.
Netflix currently allows members to, in a one-way format, share their ratings on Facebook, but full Facebook integration would allow potential Netflix customers in the rating process and facilitate film debate among friends.
2. Adding party play to other platforms: The Microsoft (MSFT) XBox 360 version of Netflix already has a one-of-a-kind perk. Party Play mode allows you to watch a Netflix movie at the same time as friends connected through the XBox Live online service. The interactive gaming environment, including microphones, make Party Play a given for the system, but the mode hasn't been offered on other platforms. By connecting with Facebook, Netflix could take advantage of several different communication advantages, including the upcoming Facebook Chat upgrade and live discussion during movie viewings without leaving the Netflix interface.
The Facebook Integration Engineer hire doesn't guarantee that Netflix will exploit all the social networking possibilities, but as film distributors, television channels, and movie competitors wait for the company's downfall, it would be wise to run with every potential advantage.
Photo courtesy of Netflix
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