Netflix has confirmed the removal of its last two interactive experiences — Black Mirror: Bandersnatch and Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend — from the platform on May 12, 2025, according to a report by What’s on Netflix. This decision brings an end to Netflix’s experiment with interactive storytelling, once considered a game-changing content innovation.
Released in 2018 as part of the Black Mirror series, Bandersnatch gave users control over the narrative by offering a maze of decisions and alternate outcomes. The feature-length film quickly became a cultural phenomenon, sparking detailed analysis threads across Reddit and other platforms. Viewers raced to discover secret endings and navigate the character Stefan’s twisted storyline.
Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend, launched in 2020, delivered a humorous twist to the choose-your-own-adventure format. The interactive special served as a series epilogue, letting fans decide how Kimmy dealt with her wedding day antics and faced off against her long-time nemesis, the Reverend.
The removal of these specials aligns with Netflix’s evolving content strategy. Over the past year, the streaming giant has begun shifting resources from interactive programming to its expanding gaming division. Efforts include the launch of mobile games, experiments with cloud gaming for TVs, and a revamped user interface to spotlight gaming content more effectively.
According to Netflix spokesperson Chrissy Kelleher, “The technology served its purpose, but is now limiting as we focus on technological efforts in other areas.” This echoes the company’s decision to sunset interactive specials such as Ranveer vs. Wild with Bear Grylls and You vs. Wild, both of which have now been removed or replaced with standard viewing formats.
With the official removal date set for May 12, 2025, fans still have time to revisit or experience Bandersnatch and Kimmy vs. the Reverend before they vanish for good. Once these titles are gone, Netflix will have no active content under its once-promising “Interactive Specials” category.
The story of Netflix is a remarkable journey from a DVD-by-mail service to a global streaming entertainment giant.1 Here's a detailed look at its history:
Founding (1997): Netflix was founded on August 29, 1997, in Scotts Valley, California, by Reed Hastings and Marc Randolph.2 They aimed to create a more convenient way for people to rent movies, eliminating late fees that were common with traditional video rental stores like Blockbuster. The initial idea reportedly sparked from Hastings incurring a $40 late fee for Apollo 13.3
DVD-by-Mail Launch (1998):4 Netflix launched its website, Netflix.com, on April 14, 1998, offering a catalog of 925 DVD titles for rent. The business model was initially pay-per-rental, with customers selecting movies online and receiving them via mail with prepaid return envelopes.5 The very first DVD shipped was the movie Casino.
Subscription Model (1999): In September 1999, Netflix introduced its revolutionary monthly subscription model, allowing customers to rent an unlimited number of DVDs for a fixed monthly fee without due dates or late fees. This6 proved highly popular and set Netflix apart from its brick-and-mortar competitors.
Personalized Recommendations (2000): Netflix introduced a personalized movie recommendation system in 2000. This algorithm, called Cinematch, predicted an individual's movie preferences based on their previous choices, enhancing user experience and discovery.
Near Acquisition by Blockbuster (2000): During the dot-com bubble, Netflix, facing losses, offered itself for acquisition to Blockbuster for $50 million. However, Blockbuster's CEO famously dismissed the offer as a "joke," a decision that would later prove costly.7
IPO (2002): Despite the dot-com bust and the 9/11 attacks, Netflix went public on May 29, 2002, selling 5.5 million shares at $15.00 per share, raising $82.5 million.
Reaching Milestones (2003-2006):8 Netflix achieved its first profit in 2003 and reached 1 million subscribers.9 By 2006, it had 5 million subscribers and was delivering 1 million DVDs daily, with a library of 35,000 titles. In 2006, Netflix also launched the Netflix Prize, offering $1 million to improve its recommendation algorithm.
Introducing Streaming (2007): Recognizing the potential of the internet, Netflix announced its move into streaming video on January 15, 2007, and launched the "Watch Now" service later that year. Initially, the streaming library was limited (around 1,000 titles compared to 70,000 on DVD) and only accessible via Internet Explorer on computers. The billionth DVD was shipped in February 2007.
Netflix began partnering with makers of video game consoles, Blu-ray players, and other electronics to enable video streaming on TVs. In January 2008, unlimited streaming was included with most DVD rental subscriptions at no extra cost. Netflix started its international expansion in September 2010, launching in Canada.
Streaming-Only Plans and Mobile Apps (2010-2011): Netflix introduced a streaming-only subscription plan in 2010, signaling its focus shift. Apps for iPhone (2010) and some Android devices (2011) were launched, expanding accessibility.
Qwikster Debacle (2011): In a controversial move in September 2011, Netflix announced plans to separate its DVD-by-mail business into a separate service called Qwikster. The plan was quickly reversed a month later due to significant customer backlash, leading to a subscriber drop.
European Expansion (2012): Netflix continued its international expansion into Europe, launching in the United Kingdom and Ireland in January 2012, followed by several Nordic countries later that year.
Original Programming (2013): 2013 marked a pivotal shift for Netflix with the debut of its first widely successful original series, House of Cards. This marked Netflix's entry into content production and fundamentally changed the streaming landscape.
Global Expansion (2014-2016): Netflix continued its rapid global expansion, reaching 50 countries by 2015. In January 2016, it went live in 130 countries simultaneously, making its services available in over 190 countries (excluding mainland China, Syria, North Korea, and Crimea due to restrictions).
Offline Viewing and Skip Intro (2016-2017): Netflix introduced the ability to download content for offline viewing in 2016, a highly requested feature. In 2017, the popular "Skip Intro" button was added, further enhancing user experience. Netflix also reached 100 million subscribers worldwide in 2017.
Focus on Diverse Content and International Originals (2017-Present): Netflix significantly increased its investment in original content across various genres and languages, achieving global hits with shows like Squid Game and La Casa de Papel (Money Heist).
Discontinuation of DVD Rentals (2023): On September 29, 2023, Netflix officially shipped its last DVD, marking the end of an era for the service that started it all. The final DVD sent was Casino, the same title as the first one.
Exploring New Territories (2020s): Netflix ventured into new areas like interactive content (e.g., Black Mirror: Bandersnatch), mobile games (2021), and even live programming (2023) with stand-up comedy specials. In May 2025, Netflix debuted its generative AI-powered search tool.
Subscriber Growth: Netflix continued its strong subscriber growth, reaching over 301 million paid memberships across more than 190 countries as of 2025.
From a small startup mailing DVDs to a dominant global streaming service and content producer, Netflix has consistently disrupted the entertainment industry through innovation, technological adaptation, and a willingness to evolve its business model. Its journey serves as a compelling case study in how a company can transform itself to meet changing consumer demands and technological advancements.
Netflix’s decision to retire Bandersnatch and Kimmy vs. the Reverend underscores its pivot away from experimental interactive formats toward the rapidly growing gaming space. While these specials broke new ground and captured widespread interest, their complex production and limited replay appeal may have contributed to their decline. As Netflix focuses on immersive gaming, cloud-streaming, and content personalization, the removal of these final interactive entries symbolizes the end of a unique, if short-lived, chapter in the platform’s history.