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Elise Amendola / AP

With the click of your remote, Netflix is experimenting with ways to allow users to decide how their stories could unfold.

Per The Daily Mail, the tech giant is testing technologies that would create an interactive format for dramas that stream on the platform. Actors and producers will create multiple endings — some simple and linear, some complex and and cyclical — that would allow users to engage with stories in a more custom, intimate way. With more consumption data on user preferences, Netflix is hoping to better target recommendations and content to match users' biases and habits, similar to Facebook's strategy online.

Timeline: In the short-term, customizing user preferences will help Netflix continue to migrate dwindling cable TV subscribers to streaming services — most of whom watch Netflix on a TV box-top set rather than on mobile. In the long term, customization techniques will help pull users to their platform away from other streaming services, like YouTube, which offers content in nearly twice as many languages, and Amazon, which has ramped up content efforts in hopes of rivaling Netflix with its larger Prime member base.

Go deeper

Dan Primack, author of Pro Rata
21 mins ago - Economy & Business

Scoop: Red Sox strike out on deal to go public

Illustration: Sarah Grillo/Axios

The parent company of the Boston Red Sox and Liverpool F.C. has ended talks to sell a minority ownership stake to RedBall Acquisition, a SPAC formed by longtime baseball executive Billy Beane and investor Gerry Cardinale, Axios has learned from multiple sources. An alternative investment, structured more like private equity, remains possible.

Why it matters: Red Sox fans won't be able to buy stock in the team any time soon.

Trump political team disavows "Patriot Party" groups

Marine One carries President Trump away from the White House on Inauguration Day. Photo: Patrick Smith/Getty Images

Donald Trump's still-active presidential campaign committee officially disavowed political groups affiliated with the nascent "Patriot Party" on Monday.

Why it matters: Trump briefly floated the possibility of creating a new political party to compete with the GOP — with him at the helm. But others have formed their own "Patriot Party" entities during the past week, and Trump's team wants to make clear it has nothing to do with them.