You will be redirected back to your article in seconds

Facebook friends Netflix

Streaming service enables U.S. subscribers to connect to other friends

As if Netflix wasn’t already smart about recommending movies and TV shows, a new integration with Facebook announced Tuesday will make the streaming service even more proficient at delivering on a key product attribute: content discovery.

In a long-anticipated move that required lobbying on Capitol Hill to reach fruition, Netflix now allows U.S. subscribers to connect to other friends on the service to see what they’re watching. By the end of this week, Netflix subscribers will be able to see recommendations from their Facebook friends under the categories “Friends’ Favorites” and “Watched by your friends.” The recommendations will appear only on the Netflix page unless the user changes the Social Settings to allow them to also appear on Facebook.

The ability leverages a notion that is gospel at Facebook: There’s no more powerful inducement of a consumer’s behavior than a glimpse of what his or her friends are doing. It’s certainly less expensive — and more targeted — than a 30-second TV spot.

Netflix has already been plenty savvy about delivering viewing recommendations via algorithms that place the right content in front of the right subscriber based on data like their previous behavior cross-indexed with that of other users’ viewing patterns and recommendations. Facebook adds a new layer to this skill set that could deepen subscriber engagement with the platform — something Netflix is going to need to do to meet its ambitious growth goals.

Having to see federal law overturned in the death of the Video Privacy Protection Act should give some idea of how important Netflix sees the Facebook integration for its business (and, yes, users have the ability to hide that show they don’t want their friends to see). This isn’t just some new bell-and-whistle addition to the service, but a truly transformative move that could leverage the social network to redefine our understanding of the Netflix user experience.

More Film

  • No Merchandising. Editorial Use Only. No

    'Black Panther' Powers Past $300 Million at International Box Office

    As if Netflix wasn’t already smart about recommending movies and TV shows, a new integration with Facebook announced Tuesday will make the streaming service even more proficient at delivering on a key product attribute: content discovery. In a long-anticipated move that required lobbying on Capitol Hill to reach fruition, Netflix now allows U.S. subscribers to […]

  • AMERICA Land of the FreeKS

    Berlin Film Review: 'America: Land of the Freeks'

    As if Netflix wasn’t already smart about recommending movies and TV shows, a new integration with Facebook announced Tuesday will make the streaming service even more proficient at delivering on a key product attribute: content discovery. In a long-anticipated move that required lobbying on Capitol Hill to reach fruition, Netflix now allows U.S. subscribers to […]

  • Shape of Water

    How ‘Game of Thrones’ Has an Emotional Connection to ‘Shape of Water’

    As if Netflix wasn’t already smart about recommending movies and TV shows, a new integration with Facebook announced Tuesday will make the streaming service even more proficient at delivering on a key product attribute: content discovery. In a long-anticipated move that required lobbying on Capitol Hill to reach fruition, Netflix now allows U.S. subscribers to […]

  • Black Panther

    Box Office: 'Black Panther' Rules With $108 Million in Second Weekend

    As if Netflix wasn’t already smart about recommending movies and TV shows, a new integration with Facebook announced Tuesday will make the streaming service even more proficient at delivering on a key product attribute: content discovery. In a long-anticipated move that required lobbying on Capitol Hill to reach fruition, Netflix now allows U.S. subscribers to […]

  • Guillermo del Toro To Open Cinema

    Guillermo del Toro to Open Cinema Named after Him at Guadalajara Fest (EXCLUSIVE)

    As if Netflix wasn’t already smart about recommending movies and TV shows, a new integration with Facebook announced Tuesday will make the streaming service even more proficient at delivering on a key product attribute: content discovery. In a long-anticipated move that required lobbying on Capitol Hill to reach fruition, Netflix now allows U.S. subscribers to […]

  • 'Lemonade' Review: A Quietly Seething Romanian

    Berlin Film Review: 'Lemonade'

    As if Netflix wasn’t already smart about recommending movies and TV shows, a new integration with Facebook announced Tuesday will make the streaming service even more proficient at delivering on a key product attribute: content discovery. In a long-anticipated move that required lobbying on Capitol Hill to reach fruition, Netflix now allows U.S. subscribers to […]

  • Cinema Audio Society 2018 Winners: 'Dunkirk,'

    'Dunkirk,' 'Game of Thrones' Win Cinema Audio Society Awards for Sound Mixing

    As if Netflix wasn’t already smart about recommending movies and TV shows, a new integration with Facebook announced Tuesday will make the streaming service even more proficient at delivering on a key product attribute: content discovery. In a long-anticipated move that required lobbying on Capitol Hill to reach fruition, Netflix now allows U.S. subscribers to […]

More From Our Brands

Access exclusive content