In Netflix’s Black Mirror: Bandersnatch, viewers make decisions for the main character—listen to this song, throw that cup of tea, bury the body. It’s an interactive choose-your-own-adventure episode of the larger sci-fi series, with five possible endings 1,2 and millions of ways to get there. Audience feedback was so positive that Netflix This may seem like an entertainment industry fad, announced it would develop two new interactive but it reflects a growing opportunity for businesses 3,4 shows. And it’s not the only one. YouTube, which of all kinds: building cooperative experiences. These has experimented with interactive advertising, cooperative experiences are the next generation of started developing a choose-your-own-adventure business offerings, where enterprises are becoming 5 original series. Audible released interactive collaborative partners in experience creation, not audiobooks for kids, prompting them to participate just providers of it—ultimately transforming their 6 via their Amazon Echo devices. The BBC decided relationships with customers. to celebrate the 1,000th episode of its technology news show “Click” with a branching narrative, 7 personalized and localized for individual viewers.