Netflix eyes bigger role in digital water-cooler chat with Moments

Netflix has this week launched Moments, a new feature for its mobile app that allows users to save and share clips of scenes from shows and films on the streaming service.

When watching a show, viewers can tap a new “Moments” button on the control bar at the bottom of the screen. This will save a clip of the show, allowing them to revisit the scene at a later time or share it on social media platforms including Instagram, Facebook and Snapchat or in messages via iMessage or WhatsApp.

The feature is now available on Apple iOS globally and will launch on Android “in the coming weeks”, according to Netflix.

It arrives alongside a new global brand campaign that aims to highlight the conversation that Netflix shows provide, be it in person or on social media.

Analysis: More control over social media sharing

The introduction of Moments appears to be a move to capture a larger share of the conversation on social media that has sprung up around the fandom of Netflix shows.

Rather than linking to clips of shows or films uploaded to, say, YouTube, Netflix can now retain greater involvement of organic marketing sharing mechanisms through Moments.

Melissa Chapman, CEO of digital media company Jungle Creations and social and influencer agency The Wild by Jungle, told The Media Leader the launch “is evidencing how social conversations, dialogues and communities are ‘modern-day water-cooler chat’ environments”.

She added: “It’s now critical for storytelling and content to leverage social to extend beyond the relevance and value of its original format. It’s where love, loyalty and discourse can happen and this move from Netflix is another example of how content watched on screens outside of social often relies on social to really enhance the promotion of and growth in customers and viewership.”

The feature could also be used as a data play, with Netflix able to better understand which specific clips are being shared the most across different social platforms. That could lead to interesting creative decisions in Netflix’s own marketing materials or content consideration.

Moments’ release is also well-timed, as some of Netflix’s biggest properties are releasing new series in the coming months. Squid Game‘s second season will come out in December, while new Wednesday and Stranger Things are slated for release some time in 2025.

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