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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.

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Netflix was created with the idea of putting consumer choice and control at the centre of the entertainment experience, and as a company, we continuously evolve our product offerings to improve on that value proposition.

Back in 2010, the Netflix UI was static, with limited navigation options and a presentation inspired by displays at a video rental store.

Now, the UI is immersive and video-forward, the navigation options richer but less obtrusive, and the box art presentation takes greater advantage of the digital experience.

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We don’t know what consumers really want until they show us

We can’t always follow the conventional norm and depend on historic data to tell us what’s next; innovative businesses should always consider taking calculated risks with their marketing strategies

Netflix released such a show because audiences are bored of the copy-paste-styled shows now available on all these streaming services. There was a gap in the market, almost a need for something odd and fresh like Squid Game.

Regular content can get your business mediocre attention, but a strong concept that is intriguing and fresh can make you go viral, resulting in a lot of free marketing.

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