Netflix (and television in general) is inherently social. Everyone loves to talk about the most recent plot twist on House of Cards and the fate of their favorite Orange is the New Black character. The problem is that this conversation is happening outside of the Netflix interface: on Twitter, Internet blogs, over the phone, or in face-to-face conversations. Netflix has an opportunity to collect and use this qualitative data.
Bryn Bissey - Creative Brand Manager
Connor Miranda - Creative Brand Manager
Jerry Valencia - Creative Brand Manager
Mishaal Abbasi - Strategist
Stuart Good - Strategist
Emy Theodorakis - Strategist
Researching how Netflix utilizes data analytics
Working with teammates to brainstorm and execute creative ideas
Working with teammates to organize/design presentation structure and deck
The Netflix Social Network – a platform where users can interact with friends and talk about their shows right where they’re watching them. The Netflix Social Network allows users to link their Netflix account with their Facebook profile so that they can connect with friends in real-time (think Spotify). This Network will not only greatly improve user experience, but it will also allow Netfilx to tap into and analyze a whole new set of qualitative data.
Research the way Netflix uses data-analytics in their business operations and suggest areas for improvement.
Netflix is a data-driven Internet company capable of collecting vast amounts of quantitative information by monitoring user behavior and interface interaction. Through data analysis, Netflix converts this profusion of data into predictive consumer insights. These insights are behind every decision that Netflix makes, including strategic movie and television licensing, content creation, and business expansion.
Netflix is king when it comes to the collection of quantitative data and their perceptive data analysis is probably the strongest driver of their recent success. However, because Neflix is ultimately an entertainment company and entertainment is an inherently subjective and social experience, we wondered whether they were missing out on qualitative data collection.
To get to the bottom of what consumers really think about Netflix, we held a focus group with a group of entertainment and Internet-savvy millennials. What we found was that consumers were not happy with the search suggestions that appeared on their home screen. They felt that the suggestions were either wildly off, creepily accurate, or just robotic in nature. They wanted a home screen that evaluated their past viewing habits in a more transparent manner, and more importantly, they wanted to be able to interact with their friends and see what they were watching.