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By John Glenday | Reporter

November 16, 2021 | 2 min read

Netflix has set aside its streaming differences with Amazon for the formation of a new partnership that brings the latter’s voice-enabled ‘Play Something’ functionality to the home of The Witcher.

Designed to ease viewers into a Christmas spent binge-watching their favorite shows, the voice command takes the pain out of laboriously scrolling Netflix’s ever-expanding content wall by whisking watchers to new shows based on their viewing history.

Viewers will be able to leave the remote buried under the sofa and simply say the words ‘Alexa, play something on Netflix,’ and their Amazon Fire TV will do the rest, leaving your hands free for more productive tasks – such as knitting a Geralt jumper.

A TV spot titled ‘Barbara of Rivia’ has been created by Mishief @ No Fixed Address in support of the launch, opening the door to one Witcher superfan to see how the technology is employed in practice.

Bianca Guimaraes, partner and executive creative director at Mischief, said: “The best part about the Netflix Play Something feature on Amazon Fire TV is that they’ve engineered that discovery for you, based on films or shows you already love.

“When you randomly discover a show that gets its hooks into you, it’s so much more satisfying than getting a reco from someone else. Because that means you get to be that annoying person who obsessively evangelizes it to the rest of the world – the highest form of currency our society has to offer.”

Netflix enters the all-important Christmas viewing season on a high following the runaway success of Squid Game, now the streaming service’s most-watched show with 111m views.

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Netflix, is an American entertainment company founded by Reed Hastings and Marc Randolph on August 29, 1997, in Scotts Valley, California. It specializes in and provides streaming media and video-on-demand online and DVD by mail. 

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