How Analytics Changed Tv/film Forever (netflix)
Todd Simpson
Mar 27 2020, 06:52 AM
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The sheer number of movies/shows with the BIG RED N (meaning Netflix Original) has grown by leaps and bounds. At first, a lot of the stuff they made was quite bad to be honest. It's gotten much better over time as they continue to produce new shows and keep getting feedback directly from the audience. It's a pretty handy arrangement. Netflix makes a show, folks watch it, give it a start rating and write a review without leaving the web site. Netflix has access to all of this data as well as all the data on where they stopped watching, how long they watched, how many times they watched, if they skipped around in show, what did they skip etc. Every single ounce of data on what we watch and how we watch it is used to make the next show a bit better. House of Cards (a very good show for several seasons and winner of wads of awards) was created by netflix in direct response to the user analytics as mentioned in the video.

It's what the Film studios always wanted. A direct link in to each viewers brain by being able to see exactly what they are watching and how long etc. Youtube style analytics are a handy way for Netflix to be able to decide what shows to say yes to and what shows to say NO to. It seems to be working. Big brother is watching us watching them and the symbiotic relationship seems to be making their shows way way better imho.

They are using "Machine Learning" (the software sorta learns in the background what you might like to watch based on what you have watched, how long, how you rated, etc.) to pick which shows to produce and which shows not to. It seems to be working.



IN 2016, netflix turned on NETFLIX all over the globe so they have been collecting data from the entire planet to find out what people want to watch no matter where they live. As a result, we are now seeing original content geared to a specific market. For example, THE KINGDOM is a sort of Walking Dead meets Chinese Period Piece and was created for the Chinese Mandarin speaking market. It was well received and was dubbed in to several different languages and is now availble all over the world. So they are making data driven content that travels well, no matter what market they originally created it for. In essence, they are going to bury what is left of the major studios imho, who are eeking out a living on Comic Book movies. Sadly, the studios just can't get the level of global analytics on each viewer that Netflix has at the root of it's business.



Netflix is a "Data Driven" company. They don't guess. They look at the data and use that to make the product, and all of their content, better. People look at the analytics (user data) and determine new algorithms (basically a bit of software) that puts together HUGE amounts of data and helps the analysts come up with results that give netflix a competitive advantage over movie studios for example, since regular studios just can't get this much data on any given product / movie. Netfilx is gathering data from the moment you log in on any device. So now imagine that on a global scale. They get a lot of information very fast. So they have a global user base feeding them data which indicates what the users want. As a result, Netflix generates a new version of itself for EVERY SINGLE USER, again much the way youtube does. The business model is brilliant. I can see them buying up most of the content that exists outside of netflix eventually and maybe even trying to go through traditional release (theatrical) once they hit global saturation of the netflix product. So whether it's a show they've licensed or a show they built from scratch, they now who might want to watch it and they can feature it on a users front page. I think they may absorb the studios as they are now or partner with them as time goes on and netflix continues to expand.

What do you think? Have you noticed Netlix changing to meet your wants?


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