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Netflix is ​​using NFTs to collect engagement data. And TV can’t be the same

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  • To commemorate the launch of its third season Love, Death + RobotsNetflix released an NFT collection on OpenSea.
  • The collection features corresponding NFTs depicting scenes from all nine episodes of the season.
  • Netflix also conducted a virtual and IRL scavenger hunt for these NFTs, leaving QR codes across various IRL billboards and on social media for fans of the show to find.

Why is this important?

This is exactly what Duncan Cock-Foster was talking about when he mentioned the need for the NFT space to overcome its current status as a speculative market at the Current State of NFTS IRL event.

Take a quick look Love, Death + Robots‘ The collections page on OpenSea will immediately show you that these NFTs do not hold much value as financial assets. So why all the fuss about this collection in the first place? And why did over 32,000 people go out of their way to find the QR codes that gave them access to these NFTs?

The answer is simple: NFT scavenger hunt participants really Liked the show. Granted, it’s hard not to like any project directed by David Fincher (he also directed house of cards) Still, NFTs — and crypto — have long derived much of their value from a sense of community.

And that’s what makes Netflix’s foray into NFTs so remarkable. Instead of collecting raw funds from sales of this collection, Netflix has collected some truly unique engagement data Love, Death + Robots NFT Bonanza. With this initiative, Netflix has been able to create a framework that could be the future of TV ratings.

what next

With traditional TV ratings, showrunners can only know how many viewers a show’s episode has attracted after it airs. This means that there is no information on how many visitors are actually there choice every episode. Think about it — everyone and their dog tuned in to watch the Game of Thrones finale And (almost) everyone hates it.

Now, Netflix can use NFTs to measure viewer sentiment on each episode Love, Death + RobotsThe third season looks at sales numbers. And despite the season opener, the data indicates that Three Robots: Exit Strategy Probably the most popular episode of the season, the season finale, speak up, may be the most beloved. As of writing, speak up The NFT received the highest price of the collection, selling for 0.005 ETH The NFT collection sale is set to end on September 25

But wait! there is more



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