Bandersnatch followed a character named Stefan, a tormented game developer who was forced to make a number of simple and tough decisions to release a video game.
Each time Stefan had to make a decision -- such as eating Sugar Puffs or Frosties for breakfast -- two options would appear on the screen. Stefan's fate was then in the Netflix viewers' hands as they could choose what happened next.
The choose-your-own-adventure film -- which allowed viewers to go down one of nearly one trillion paths based on their choices -- was a viral hit.
Below are 21 stats that highlight how interactive content is growing, the benefits it provides for brands, emerging interactive marketing technology, and a few of the most effective content types that marketers are using today.
21 Interactive Content Stats to Know
General Interactive Content Stats
45% of B2B buyers say interactive content is one of their top three preferred content types. (SnapApp)
51% of B2B buyers say interactive content is helpful when tackling business challenges. (SnapApp)
62% of B2B marketers are already using interactive content. (DemandGen)
Interactive content gains two times more engagement than static content. (DemandGen)
34% of marketers say at least 10% of their content is interactive. (DemandGen)
Meanwhile, 88% of marketers say at least 10% of their static content will be made interactive in the next two years. (DemandGen)
77% of marketers agree that interactive content has "reusable" value, resulting in repeat visitors and multiple exposures. (Content Marketing Institute)
73% agree that combining traditional content marketing tactics with interactive content enhances the retention of their organization’s message. (Content Marketing Institute)
Interactive Content Types
Quizzes, Polls, and Interactive Infographics
85% of B2B marketers are already using or plan to use interactive infographics as part of their strategy. (DemandGen)
Women.com owns well over half the engagement for online quizzes, dominating even Buzzfeed, which is better known for this kind of interactive content. (Buzzsumo)
75% agree that non-gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing. (Content Marketing Institute)
In a HubSpot poll, 15% of consumers preferred to tap through Instagram Stories with quiz or poll features. This interactive content type was the third most popular Story format. (HubSpot)
Interactive Videos, AR, and VR
62% of B2B marketers plan to use or are already using interactive videos in their tactics. (DemandGen)
43% of consumers prefer interactive video content over other types of video content because it gives them the ability to decide what information they want to view and when they want to view it. (MarketingCharts)