BEST PRACTICE
19
Personalisation by analysing
preferences and usage
NETFLIX COLLECTS DATA ON USAGE BEHAVIOUR TO RECOMMEND CONTENT
AT A GLANCE
DATA DIRECTLY FROM USER BEHAVIOUR
Pause, rewind or
fast-forward
Precise time
of playing
Search queries
Viewing
history
Place of
playing
Medium to
play
Rating of
the content
Netflix list
“my queue”
Scrolling
behaviour
Navigation
behaviour
Social data
Ratings and views
of social media contacts
Meta data
(e.g. actors, genre,
average time, reviews)
During viewing
Netflix extracts data
(e.g. screenshots, volume,
colours, etc.)
Netflix sees itself as a data-driven
company. In particular, Netflix has
perfected its approach in
compiling and creating content.
Netflix collects and analyses the
user’s every action (e.g. search
queries), processes this data and
uses the results to derive content
offerings and personalised
marketing. On the basis of that,
Netflix designs its own productions
for its main target group.
For example, the choice of genre,
actors and director for the series
“House of Cards” is based
completely on the preferences of
Netflix’ customers.
Every user was shown one of the
10 specific trailers on the basis of
his or her viewing history.
75% of the content consumed on Netflix is based on recommendations
Source: Netflix; goetzpartners