Advanced Television

Netflix stresses personalisation expertise

February 9, 2017

By Colin Mann

In providing a first look at some of the new original content coming to the service in 2017, at a special event in New York, Netflix has stressed its goal of creating an experience that consistently presents the right content to the right member at the right time.

Noting that Internet TV knows no time slot, no genre and no geographic bounds, Netflix says that freed from these constraints, it is able to programme for over 93 million unique tastes of entertainment lovers around the world, from the romantic comedy lover in Paris to the sci-fi aficionado in São Paulo and everyone in between. It says that is why in 2017, it will deliver the biggest and most diverse slate in Netflix history — with more than 1,000 hours of new series, films, stand-up specials, documentaries and more for members around the world.

“We aren’t in the business of creating ‘one size fits all’ programming, or building slates to fill a finite number of hours of a programming grid,” said Ted Sarandos, Chief Content Officer at Netflix. “We’re catering to a dynamic world full of people with different tastes – and as a result, no two Netflix experiences are alike – we want to have something for everyone to enjoy.”

Netflix says its goal is to create an experience that consistently presents the right content to the right member at the right time. Over time, the service has improved its algorithms and developed a global recommendation system, delivering an even more personalised experience that helps members easily find a diverse set of movies, TV shows and more, that they otherwise may not have been able to discover.

“The beautiful thing about the Internet is that it has ushered in a new era of television centred on delivering the best possible experience to millions of people around the world – with the singular goal of connecting people with stories they’ll love,” said Todd Yellin, Vice President of Product.  “Human beings have incredibly diverse and unique tastes – each person is more than the demographic group they belong to. At Netflix, we not only have a catalogue that meets the needs of these tastes and moods, but we use our technology to ensure we surface the right story to the right person at the right moment.”

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