Customer data & personalization
Posted: Mon Dec 23, 2024 6:48 am
When it comes to data, Netflix knows what it’s doing. The streaming service collects a huge amount of data every day - and unlike many brands - puts every piece of information to use; to create a better customer journey using AI, to create a content library that feels personal to a user.
What’s important is how they analyze and measure their data. Netflix appears to constantly learn from the information it gets and changes to drive better performance and make its content work harder.
For example, before 2019, Netflix counted 70 cellphone number in philippines percent completion of an episode or movie as a ‘view’, its main engagement metric. At the end of 2019, it changed a ‘view’ to ‘any watch time’ of two minutes or longer. In 2021, the metric changed again, moving away from the ‘number of views’ to ‘minutes watched’ as reported in Entrepreneur.
Credited with introducing ‘binge watching’, Netflix uses clever tactics to keep subscribers on the service. They use auto-play so a new episode starts automatically without any clicking or action on the user's part. If a series or movie is finished, similar recommendations are offered to push people to watch something else.
Netflix launched a ‘Top 10 on Netflix’ website, a place to showcase its most popular content broken down into global and country-specific lists. The metric used for these lists is ‘engagement as measured by hours viewed’ as the company believes it’s “a strong indicator of a title’s popularity, as well as overall member satisfaction”.
Top 10 on Netflix website
What’s important is how they analyze and measure their data. Netflix appears to constantly learn from the information it gets and changes to drive better performance and make its content work harder.
For example, before 2019, Netflix counted 70 cellphone number in philippines percent completion of an episode or movie as a ‘view’, its main engagement metric. At the end of 2019, it changed a ‘view’ to ‘any watch time’ of two minutes or longer. In 2021, the metric changed again, moving away from the ‘number of views’ to ‘minutes watched’ as reported in Entrepreneur.
Credited with introducing ‘binge watching’, Netflix uses clever tactics to keep subscribers on the service. They use auto-play so a new episode starts automatically without any clicking or action on the user's part. If a series or movie is finished, similar recommendations are offered to push people to watch something else.
Netflix launched a ‘Top 10 on Netflix’ website, a place to showcase its most popular content broken down into global and country-specific lists. The metric used for these lists is ‘engagement as measured by hours viewed’ as the company believes it’s “a strong indicator of a title’s popularity, as well as overall member satisfaction”.
Top 10 on Netflix website