TV viewing is switching from passive to active, giving companies like Netflix more psychographic data than ever. With algorithms and auto-play, TV has become a passive pastime, but now shows are getting a video game-like revamp and asking the Post-TV Gen to actually use their remotes to guide the plot. All those decisions, like how quickly you choose a cereal in Bandersnatch, are a treasure trove of data for companies looking to create a customized experience for users (and possibly advertisers). (Wired)
