Netflix will not be following Amazon Prime Instant Video into the world of offline downloads, and the streaming giant has explained why.
Speaking to Gizmodo UK, Netflix’s Chief Product Officer Neil Hunt said users won’t be able to handle the complexity of the option.
Hunt says Amazon’s proposition isn’t all that compelling and is undermined by actually having to download the files before watching the clip.
He said: “I still don't think it's a very compelling proposition.
“I think it's something that lots of people ask for. We'll see if it's something lots of people will use. Undoubtedly it adds considerable complexity to your life with Amazon Prime – you have to remember that you want to download this thing.
“It's not going to be instant, you have to have the right storage on your device, you have to manage it, and I'm just not sure people are actually that compelled to do that, and that it's worth providing that level of complexity.”
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Amazon’s decision made waves in the streaming world last week, with the announcement greeted positively in most quarters.
However, the “Paradox of Choice” as Hunt calls it will ‘paralyse’ some viewers according to Hunt, who seems not to think too highly of the firm’s user base.
He added: “One of the things I've learned is that every time you offer a choice, you paralyse some people who can't decide if that's what they want to do or not. Now, that sounds really stupid and self-serving, but it is in fact true. It's the 'Paradox of Choice', the jam experiment – you put strawberry, apricot and blackberry jam in the supermarket aisle and you can persuade half the people coming down the aisle to taste the jam and maybe buy one. But if you decide to add lemon, orange, blueberry and grapefruit, by adding the choices you don't increase the number of people choosing one, but in fact you go the other way. Fewer people choose anything at all.”
So there you have it, folks. Netflix isn’t going to give you offline streaming because you’re incapable of picking from a variety of jams in a supermarket.