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

Updated 8 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 9 p.m. ET: 20,755,406 — Total deaths: 752,225— Total recoveries: 12,917,934Map.
  2. U.S.: Total confirmed cases as of 9 p.m. ET: 5,246,760 — Total deaths: 167,052 — Total recoveries: 1,774,648 — Total tests: 64,831,306Map.
  3. Politics: House Democrats to investigate scientist leading "Operation Warp Speed" vaccine projectMcConnell announces Senate will not hold votes until Sept. 8 unless stimulus deal is reached.
  4. 2020: Biden calls for 3-month national mask mandateBiden and Harris to receive coronavirus briefings 4 times a week.
  5. States: Georgia Gov. Brian Kemp to drop lawsuit over Atlanta's mask mandate.
  6. Business: Why the CARES Act makes 2020 the best year for companies to lose money.
  7. Public health: Fauci's guidance on pre-vaccine coronavirus treatments Cases are falling, but don't get too comfortable.

Trump says he intends to give RNC speech on White House lawn

President Trump speaking to reporters on South Lawn in July. Photo: Jabin Botsford/The Washington Post via Getty Images

President Trump told the New York Post on Thursday that he plans to deliver his Republican National Convention speech from the White House lawn, despite bipartisan criticism of the optics and legality of the location.

Why it matters: Previous presidents avoided blurring staged campaign-style events — like party conventions — with official business of governing on the White House premises, per Politico.

Fauci's guidance on pre-vaccine coronavirus treatments

Illustration: Aïda Amer/Axios

Antibody drugs and various medicine cocktails against the coronavirus are progressing and may provide some relief before vaccines.

The big picture: Everyone wants to know how and when they can return to "normal" life, as vaccines are not expected to be ready for most Americans for at least a year. Two therapies are known to be helpful, and more could be announced by late September, NIAID Director Anthony Fauci tells Axios.