Running controlled experiments: A/B Testing

At Netflix, running A/B tests, where possible, allows us to substantiate causality and confidently make changes to the product knowing that our members have voted for them with their actions.

An A/B test starts with an idea — some change we can make to the UI, the personalization systems that help members find content, the signup flow for new members, or any other part of the Netflix experience that we believe will produce a positive result for our members.