HOW ADVANCED DATA & ANALYTICS HELPS

GENERATE BILLIONS
 WELCOME
With over 203.67 million subscribers
worldwide, Netflix has reigned as the
#1 Over-the-Top (OTT) streaming
content platform since its launch in
2007. The secret to Netflix’s success?
Data and analytics.

Tags:
Advanced Analytics Predictive Analytics
Machine Learning Analytics Data Science
 How Netflix Uses Data and Analytics
Personalized Recommendation Engine
The data Netflix collects on its users is immense. In addition to remembering which shows an individual watched and
how they rated it, amongst many other things, Netflix also looks at: Viewing day, time, location and device
Platform searches (key words and number of searches)
Content abandonment times and rates
Whether content was paused, rewound, re-watched or fast forwarded.
when the user left the show, and when the user watches a scene more than once
Browsing and scrolling behavior

NARCOS ARCANE COWBOY LUCIFE

BEBOP R
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How do data scientists fit into Netflix’s overall

organizational structure?
2020 | English
Data scientists are embedded into business
Netflix’s Data Science and Engineering units: product development, content,
group is responsible for implementing membership, studio marketing or platform.
analytics at scale.
Action, Drama

Season 1

The End of the Road 50 min Do you Believe in Reincarnation 54 min

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The Spectacle of Life 60 min Your Place in Heaven 48 min

 Using advanced data and analytics, Netflix is able to:
•Provide users with personalized movie and TV show recommendations
•Predict the popularity of original content to before it greenlights it (or not)
•Personalize marketing content such as trailers and thumbnail images
•Optimize production planning
•And, of course, enhance general technical and business decision making

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Personalized Artwork
2020 | English

Some say marketing is more art than science. When it comes to the visual imagery In addition to automatically generating
that Netflix uses to entice viewers, it’s a marriage of both. Using Artwork Visual thumbnail images for Netflix’s user
interface, AVA is also used to select
Analysis (AVA), “a collection of tools and algorithms designed to surface high
artwork for general marketing and social
quality imagery from videos,” is able to predict which merchandising still will media campaigns.
resonate most with individual users based on their age and general preferences.

Action, Drama

Season 1

Episode 1 Episode 2 Episode 3 Episode 4 Episode 5

 Content Development Analytics
Many of Netflix’s programs such as Orange is the New Black and the Queen’s Gambit may seem subversive.
However for Netflix, these choices did nor seem risky or bold in the least.

For example, Netflix’s studio execs knew Umbrella Academy
was going to be a hit because it hit a number of user touchpoints
(it’s a coming of age story and a comic action adventure that
features actor Elliot Page, all elements that have proven to be
successful in the past).
Netflix has a proven track record of identifying and
targeting users who are attracted to these touchpoints
so they were confident they could successfully market
it.

Aug
TOP GENRES
Sep Drama
Drama, Action, Sci-Fi,
Action
Fantasy. Oct
Sci-Fi
from 32 shows
Nov

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