×

This Simple Trick Helped Netflix Increase Video Viewing by More Than 20 Percent

Netflix is obsessed with testing. The video service did more than 150 so-called A/B tests last year, showing different user interfaces and experiences to a small subset of its subscriber base, and then measuring their response. But Netflix also realized that everyday testing can significantly increase video viewing as well.

Case in point: Those images you are seeing on Netflix’s website and within its apps for movies and TV shows? They’re fine-tuned with testing to make you watch more.

Netflix designers and engineers realized a few years ago that Hollywood’s traditional box art wasn’t really the best way to advertise the videos in its catalog. “We have 30 seconds, 60 seconds or 90 seconds to capture your interest,” said Netflix  chief product officer Neil Hunt in an interview with Variety at CES in Las Vegas this week. If consumers don’t find something to watch during those first 90 seconds, they may just close the app altogether and decide to do something else.

SEE MORE: Inside Netflix’s Plan to Boost Streaming Quality and Unclog the Internet

Popular on Variety

That’s why the company introduced a new user interface in 2013 that replaced DVD box cover art with wider, more expressive imagery taken from both studio assets as well as still frames from movies and TV shows. These new images are being used as tiles to list titles, as well as big background images to tease their content — a change that already led to a lot more interaction with the app.

But more recently, Netflix went even further. The company now prepares a half dozen images for each and every video, and tests these images themselves with a subset of its user base. The winners are then used as imagery for all of Netflix’s members. It’s a simple trick, but one with a massive impact: Video viewing increases between 20 and 30 percent for titles with images that have been chosen through these kinds of tests, Hunt said.

SEE MORE: Netflix Expands in 130 Global Territories and 3 Languages

However, tests don’t always have that big of an impact. One other area that Netflix’s engineers have been spending a lot of time on is personalization. As part of these efforts, the company has also been exploring ways to respond to timing and context. The assumption: You just don’t watch the same things while eating breakfast as during a Saturday movie night.

To test this assumption, Netflix sliced up the day of some of its subscribers into half-hour chunks, analyzing their viewing behavior during each of those small time slots and trying to serve them relevant recommendations based on that behavior. This was done on a per-household basis to make sure that someone working a night shift gets a different experience than someone going to bed at 10 p.m. every night.

But in the end, all of that didn’t matter: Timing recommendations this way just didn’t move the needle. Not enough anyway to warrant a close to 50 time increase in computation to generate recommendations that change every half hour, explained Hunt. He attributed this to the fact that we’ve all been trained by Netflix to watch a certain way, no matter what time it is. “So much of Netflix is binging on a series,” Hunt said, adding: “We don’t need magic for that.”

More Digital

  • Disney Plus - Vizio

    Disney Plus Is Now on Vizio Smart TVs in Native App

    Disney Plus is available on Vizio’s SmartCast TV platform as a built-in app, making the Mouse House’s subscription-streaming service accessible directly to users of the manufacturer’s 13 million SmartCast-enabled televisions. Previously, Vizio users have been able to stream Disney Plus on SmartCast TVs through Apple AirPlay 2 and Chromecast. But with the Disney Plus update, [...]

  • Best Picture Black Panther

    'Black Panther' Is Leaving Netflix to Come to Disney Plus

    Marvel’s blockbuster “Black Panther” is rolling off Netflix in the U.S. on March 3, 2020 — after which Wakanda fans will be able to stream the movie the next day on Disney Plus. The migration of “Black Panther,” one of the top-grossing superhero films to date, from Netflix to Disney Plus comes as Disney winds [...]

  • GoNoodle I Used a Comma

    Can GoNoodle Climb to the Kid-Media Big Leagues?

    If you’re a parent of grade-school kids in America, the odds are good your tykes know about GoNoodle’s upbeat music and exercise videos, designed to get them up on their feet and moving around. But GoNoodle doesn’t have the same brand recognition as, say, Disney or Nickelodeon — and KC Estenson wants to change that. [...]

  • Friends TV Series

    'Friends' DVD, Digital Sales Soar as It Takes a Break From Streaming

    They’re on a streaming break — but “Friends” will still be there for you. WarnerMedia’s home entertainment division is aiming to capitalize on the brief disappearance of the hit sitcom from streaming video on demand, as fans look for other ways to get their “Friends” fix. Repeats of the wildly popular laffer, which ran for [...]

  • RuPaul

    RuPaul Launches Self-Help Internet Class Teaching You How to 'Work the Runway of Life'

    Legendary drag performer and TV star RuPaul is leading a self-help online course to teach you how to find your identity — and live your best life. The 16-lesson course, offered through online-education platform MasterClass, costs $90 for unlimited access. In RuPaul’s class on “self-expression and authenticity,” he shares experiences from his journey to self-love [...]

  • Spotify and Resident Advisor Announce Ticketing

    Spotify Unveils Ticketing Partnership With Dance Music Platform Resident Advisor

    Spotify today announced a ticketing partnership with influential dance-music website Resident Advisor with the goal of “supporting music communities around the world by increasing attendance to thousands of local venues and parties.” The program will connect Spotify users to events by artists via localized event listings promoted within the application. The program is similar to [...]

  • charlie hunnam TIFF 2019 Kelly Gang

    Apple TV’s 'Shantaram' Halts Production Amid Search for New Showrunner, Weather Problems

    Production of Apple TV Plus’ Charlie Hunnam-starring “Shantaram” has been halted in Australia due to a writing backlog. Only two of 10 episodes shot so far, Variety has confirmed. Though all episodes had been outlined in the writers’ room, it is understood that showrunner and high-profile screenwriter Eric Warren Singer (“Top Gun: Maverick,” “American Hustle”) [...]

More From Our Brands

Access exclusive content