Netflix (NFLX) Adds Key New Feature to Keep Users Watching

August 15, 2012 12:43 PM EDT
Netflix (Nasdaq: NFLX) is ticking higher amid a post on its official blog about a new feature which will allow subs to watch programs for extended periods.

The feature -- called 'post-play' -- allows viewers to continue watching a series once one episode ends. Netflix said in its post, "You’re finishing an episode of Breaking Bad, Prison Break, Lost, or any of the other compelling serialized dramas on Netflix. When the episode ends, you probably can’t wait to find out what happens next. That’s where post-play comes in."

When an episode is done, Netflix says that the new system will minimize credits and prep the next episode. If nothing is done for 15 seconds, the next episode will start to play.

The feature doesn't just stop at TV. For movies, Netflix will minimize credits and offer three suggestions. Netflix will add a button for you to go to a search or browse for another selection.

The feature is currently available through Netflix's website and Sony's (NYSE: SNE) PlayStation 3, with other devices to be added soon.

Shares of Netflix are over 2 percent better Wednesday.

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