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Other findings included that 87 percent of people want to be able to get more perspective on a story by seeing through a particular character’s eyes or changing the point-of-view altogether and switch to a different character.

91% say narratives with a “real-time” story-world would motivate them to tune in more often to ensure they weren’t missing anything,” the report said.

41 percent of people use a second screen at least once per week while watching TV. Additionally, 67 percent say that using a second screen to interact with TV content would increase their overall TV viewing. The most popular second screen activities while watching TV tended to be goal-oriented, such as earning rewards (80% interested), voting to decide a show’s outcome (79%), or making a purchase (76%).

92 percent of respondents agreed that there was a “a real opportunity for brands to make ads feel more like a story or a game that they’d naturally choose to engage with”

people want a more immersive story-telling experience across different devices, and one in which characters continue to live out their lives,

Netflix is using its massive collection of consumer data to learn what users want to see and generate personalized recommendations for everyone.

In a more personalized, unbundled world, advertising would also need to evolve. "Internet TV is divorced of the need of advertising revenue because we can develop direct relationships with the consumer," Mr. Hunt said, calling the subscription, ad-free model is very popular with consumers.

Marketers will "need to find a different place to advertise,"

he same technology that lets Netflix personalize recommendations could also allow streaming services to select the right commercial for the right consumer. This would mean viewers see fewer, but more relevant ads, and marketers would be better able to target very specific consumers.