Netflix is a trailblazer in the entertainment industry, but the secret to their success isn’t just their expansive library of shows and movies. The real key to their triumph is their use of information systems to personalize the viewer’s experience.
Understanding Customer Behavior
At Netflix, customer data is mined to understand the viewing habits and interests of the subscribers. They then use this information to personalize recommendations, previews, and even the interface of Netflix, to cater to the viewers’ tastes. The information is collected through a variety of methods, such as asking viewers to rate shows, tracking viewer watch history, and analyzing search terms.
Creating a Stronger Connection with the Viewer
Netflix uses the data they collect to strengthen the relationship between the viewer and the platform. They use the personalization to engage their subscribers in a way that feels sincere, human, and tailored to the individual’s needs. In doing so, Netflix increases its value to the viewer and keeps them coming back for more.
Using Data to Drive Innovation
Netflix leverages data to drive innovation by creating original content that resonates with the viewer. They use their customer data to greenlight the development of shows that fit perfectly within the platform’s wheelhouse. With this approach, they’ve been able to create critically acclaimed shows like Stranger Things, Narcos, and The Crown, and grow their subscriber base with content that’s only available through Netflix.
Balancing Data Privacy and Personalization
However, Netflix also has a responsibility to ensure that their data collection and usage doesn’t violate the privacy concerns of their subscribers. They limit the collection of personally identifiable information and have a clear privacy policy that enables their customers to opt out of data collection, should they wish to do so.
Conclusion
Ultimately, Netflix understands that their success hinges on their ability to deliver a personalized experience to every viewer. By investing in information systems and innovating based on the data, they’ve created a winning formula that keeps their subscribers engaged and loyal. As the entertainment landscape continues to shift, other companies will have to follow in Netflix’s footsteps and prioritize personalization to keep up.
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