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Netflix’s announcement last week that it’s trialling a traditional linear offering for subscribers in France took many by surprise, but there’s some sound reasoning behind the move, analysts tell Variety.
“Though Netflix has forecast the death of linear for decades I expected them to eventually introduce the approach,” Colin Dixon, chief analyst and founder of nScreenMedia, tells Variety. “It deals with the tyranny of choice effectively and will help people discover content they might never have found. It is a good option for viewers and takes nothing away from on-demand viewing.”
The linear channel, named Direct, will offer a mix of French, international and U.S. feature films and TV series that are available on the streaming service.
Dixon says that Netflix’s measurement of Direct’s impact will likely examine total view time (does it increase for the people using it?); dwell time