Interactive video lets the viewer make choices that change what plays next. Instead of one linear file, the video is a set of segments and the path through them is decided while watching.
That changes what the format is for. A linear video is broadcast and measured by how far people got; an interactive one is a session, and every choice is a declared preference: which product, which plan, which problem they have. The video becomes a data-collection surface that people enjoy using, which is an unusual combination.
Combined with personalisation it goes further: the branches can be assembled from the viewer's own account data, so the video answers their actual question rather than a general one.
The caveat is that branching multiplies production. Every choice doubles what has to exist, and a three-decision tree is eight endings to script, shoot and maintain. The projects that work keep the tree shallow and use generated or templated segments for the depth, rather than filming every path.
Design so the first branch pays for itself. If viewers who make no choice get nothing useful, the format is a cost rather than an upgrade.