Since Netflix launched streaming in 2007, on-demand video platforms have long been remarkably similar in design and function. Seemingly endless rows of titles full up a screen, after much deliberation, you choose one and press play. This is not unlike the experience of other modes of entertainment buffets like cable TV channels or even, for those who remember them, the aisles at Blockbuster. What is different, though, about choosing something to watch from a portable device instead of a television screen or display shelf is that it lends itself to viewing parties of one. Though most streaming services are available on devices like Apple TV and Roku, many people still watch Netflix alone. Until now.
One of the main complaints about the validity of streaming-only film releases is that they rob the audience of the magic of a shared viewing experience. But the reality is that, for most films, that experience is limited to the span of its theatrical run. Renting a video and watching it with friends may be less common than it once was, but enjoying films (and for that matter, television) with others doesn’t have to be limited to a formal get together. Like many things these days, it can happen online.
In recent weeks, in response to the growing demand for ways to connect at a social distance, third-party platforms that allow people to watch things together have become increasingly visible. Netflix Party, a browser extension that’s seen a bump in downloads in the U.S. in the past three months, is the most well-known option, but it’s not the only one. Another extension, Scener, which combines participant video and chat for a “virtual movie theater” experience, had previously only been compatible with Netflix. This month, it announced a partnership with HBO to offer co-watching with groups of up to 20. (Note: Scener isn’t yet compatible with the newly-launched HBOMax.) Other options include twoseven and Metastream.
In the midst of all these ancillary solutions, this past week Hulu announced that it’s launching a test version of its own integrated Watch Party feature. Currently, Hulu Watch Party is chat-only and limited to subscribers with an ad-free, $11.99 per month account (up to 8 people can watch at once). According to a report from the company this time last year, only about 30% of Hulu subscribers are at this tier — the majority of users subscribe to the ad-supported $5.99 option. Whether this feature moves the needle on that imbalance remains to be seen. For now, with enough free options available for other platforms, Hulu may just be cutting itself out of the group streaming trend instead of leading it.
Still, in a crowded streaming market, features that add value beyond an extensive content library may be the differentiators consumers need. It’s not hard to imagine that third party-apps, which rely on agreements with streaming platforms to share content across screens, will be acquired or lose access as providers develop their own in-house solutions. If Hulu can get its Watch Party feature right, for the right price, it could make the platform a must-have for viewers who have become accustomed to socializing online during the past few months.
