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Also their mental state at the point of watching the movies was noted. This along with millions of users behavior is then used as a feed for Cinematch and this helps create a near perfect customer profile. This significantly increases customers’ willingness to pay for the service as they have a wider choice and easy use. This data also helps Netflix understand which movies and TV series they should invest in and acquire based on relevance and popularity of similar
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How was it done?
Netflix started producing original content based on all this data. By analyzing this behavior pattern of its existing subscribers, Netflix concluded that there were 3 most popular things. First was the love for David Fincher, the director movies like The Social Network. Then there was the admiration and success for movies in which Kevin Spacey acted and lastly the success of the British version of House of Cards. All these 3 factors had a wonderful track record amongst Netflix users. So when the opportunity came knocking, Netflix grabbed it with both hands knowing they had a near perfect formula for success.
So Netflix had the product i.e. House of Cards, that the users wanted to watch. But that’s not …show more content…
So, Netflix also used Big Data to perform certain other analysis too. From user behavior they analyzed that people didn’t enjoy watching political dramas in bits and pieces, instead they wanted to watch chunks of hours of drama together! As a result, Netflix used the binge-watching strategy and released hours of the serial at once. This created a huge social media buzz which was almost like free marketing for Netflix! This attracted a whole new set of users to sign-up as well as keeping the existing members interested.
Another example of this analysis was that Netflix made no less than 10 different versions of the House of Cards trailer targeting separate segments of the audience. Kevin Spacey fans were shown trailers focused mainly on him while people inclined towards woman oriented serials were shown trailers with all the leading ladies of House of cards. Incredible, isn’t it!
This analysis of behavioral patterns help Netflix reduce its marketing costs
How was it done?
Netflix started producing original content based on all this data. By analyzing this behavior pattern of its existing subscribers, Netflix concluded that there were 3 most popular things. First was the love for David Fincher, the director movies like The Social Network. Then there was the admiration and success for movies in which Kevin Spacey acted and lastly the success of the British version of House of Cards. All these 3 factors had a wonderful track record amongst Netflix users. So when the opportunity came knocking, Netflix grabbed it with both hands knowing they had a near perfect formula for success.
So Netflix had the product i.e. House of Cards, that the users wanted to watch. But that’s not …show more content…
So, Netflix also used Big Data to perform certain other analysis too. From user behavior they analyzed that people didn’t enjoy watching political dramas in bits and pieces, instead they wanted to watch chunks of hours of drama together! As a result, Netflix used the binge-watching strategy and released hours of the serial at once. This created a huge social media buzz which was almost like free marketing for Netflix! This attracted a whole new set of users to sign-up as well as keeping the existing members interested.
Another example of this analysis was that Netflix made no less than 10 different versions of the House of Cards trailer targeting separate segments of the audience. Kevin Spacey fans were shown trailers focused mainly on him while people inclined towards woman oriented serials were shown trailers with all the leading ladies of House of cards. Incredible, isn’t it!
This analysis of behavioral patterns help Netflix reduce its marketing costs