Netflix wants to suggest content based on your mood

Netflix wants to suggest content based on your mood

Interface, algorithms and recommendations increasingly personalized: the bet of the platform.

   "We want to open worlds of different stories, depending on your mood." With those words, Todd Yellin, vice president of product innovation at Netflix , raises one of the most ambitious goals they have.

At the Labs Day event, held annually by Netflix, executives of the platform presented their latest projects at their Los Angeles headquarters, among which the effort to improve the personalization of the service was highlighted.


   Yellin argues that, thanks to the fact that Internet entertainment is different from traditional television, a "bidirectional" relationship with the user is possible, which gives more space to the interaction. One sample is Bandersnatch, the interactive episode of Black Mirror in which it is possible to make decisions for the protagonists , but so is the way to navigate when opening the Netflix app at home.

The bet is clear: "We want to empower Netflix with personalization," says Yellin, who argues that one of the ways is through diversity in the offer.
The executive explains that it is key to understand thatSometimes, people look for something to see with their friends, but there are times when they want to be inspired or clear their mind after a long day.

Today, Netflix has more than 139 million users in the world, and while some prefer to watch series of teenage dramas, others opt for horror movies. Because of this, the company's product manager, Greg Peters, says the goal is to provide "entertainment on your terms . "

"We are constantly innovating in terms of how we present our content to users and how we help them discover what we believe will be amazing to them, the right show, the right movie," says Peters. "It could be a program that you may not have considered before because it is in a different language or is from another country. But since we know what you will like about this program, we can recommend it to you in an attractive way, "he adds.

From the design team of the platform to the product team they are working on the promotional pieces, the dubbing and the description of the series and films focus on offering a specialized service for each user.

On the one hand, they are working on the fact that the text that accompanies the shows responds to the ways a person uses the streaming service. For example, for someone who regularly enters Netflix when he arrives home after work, the descriptions of the suggestions will be shorter because he is probably tired and does not want to read much.

(...) As we know what you will like about this program, we can recommend it to you in an attractive way

On the other hand, the platform designs different images to promote the same content. So a series or film is divided by its themes, for example, 'class struggle' or 'drama', and according to each graphic pieces are created so that when presenting the content to the user, the algorithm analyzes their habits of consumption and those of similar profiles. Thus, the company expects to offer a 'poster' or trailer according to the tastes and interests of each client.

"We want to make sure that the image we present resonates with them in a very personal way," explains Elizabeth Goldstein of the creative product area.

But nevertheless,At the same time it sounds ambitious that the online video service finishes tuning its customization and algorithm to the point of making suggestions according to the state of mind, this can also mean greater access to the data and information of its customers. Faced with this, Netflix has said that it does not profile the information collected individually, but stores consumption habits.

Every time you open Netflix, you will see not only different suggestions from your friends, but an interface with a design almost made to measure.