The Netflix ‘Audience Analysis’ Dilemma

If you use Netflix, you’ll be familiar with the way it tries to anticipate your interests and suggest movies according to your previous viewing patterns.

What’s interesting here is that it’s quite good at it. After using it for a few months, Netflix has started to suggest movies that, reluctant though I am to admit it, are usually what I like. So far, so good.

Indexing Content

Where things break down is to do with indexing. What I mean is that, when you, as a content editor, categorize a film, say The Bourne Identity, you have to assign it different terms. In the industry, these are often called metadata. Data that describes other data. Examples could be:

  • Thriller
  • Spy
  • Action

As these are:

The categories under which the film is located and

The terms (keywords) users will enter when searching.

This is where things don’t go so well.

It seems that multiple tags have been assigned to the same movies. The result is that, as you scroll down the page on Netflix, you’ll see the same movie appear again and again and again…

Now, this is self-defeated. Why?

  • It disallows other movies from appearing in the category listings.
  • It clutters up the page with the same (limited number of offerings).
  • It drives users away from the site.

Think about this. The editors are probably assigning multiple tags to films to cover different tastes, search patterns, and also account for films that don’t fall neatly into one category.

However, by applying too many tags to the file, the results are contaminated and, as a user, I get tired of seeing the same results and lose interest.

What’s the solution?

One solution is to apply weights to the tags (search terms). What this means is that if decide to assign ten terms to a movie, for example,

  • Action
  • Thriller
  • Spy
  • Comedy

You also assign different levels of importance to each result. This means the four above may be weighted at follows:

  • Action 50%
  • Thriller 20%
  • Spy 20%
  • Comedy 10%

The result is that this weighting is reflected in the search results. The ‘action’ results will appear five times more than ‘comedy’.

What this means in terms of audience analysis is that, after you have determined your audience profile, you have to also factor how you present information, in this case digital content, so it reflects their interests.

Otherwise, you risk doing the hard work and falling at the final hurdle.

Instant Download – Only $9.99!

Download Templates Here

[Learn more about the Audience Analysis Template here

Thousands of templates to jump start your project

Acceptance Test Plan

Contingency Plan

Software Development Templates

Acquisition Plan

Conversion Plan

Software Requirements Specification

Action Plan

Cost Benefit Analysis

Software Testing

API Documentation

Database Design

Standard Operating Procedures (SOP)

Audience Analysis

Datasheet

Statement of Work

Availability Plan

Deployment Plan

System Administration Guide

Bill of Materials

Design Document

System Boundary

Business Case

Disaster Recovery Plan

System Design Document

Business Continuity

Disposition Plan

System Specifications

Business Plan

Documentation Plan

Technical Writing Templates

Business Process

Employee Handbook

Test Plan

Business Requirements

Error Message Guide

Training Plan

Business Rules

Expression of Interest

Transition Plan

Capacity Plan

Fact Sheet

Troubleshooting Guide

Case Study

Feasibility Study

Use Case

Change Management Plan

Functional Requirements

User Guide

Communication Plan

Grant Proposal

Verification and Validation Plan

Concept of Operations

Implementation Plan

White Papers

Concept Proposal

Installation Plan

Work Instructions

Configuration Management Plan

Interface Control Document

Software Development Templates

Acceptance Test Plan

Maintenance Plan

Software Requirements Specification

Acquisition Plan

Market Research

Software Testing

Action Plan

Marketing Plan

Standard Operating Procedures (SOP)

API Documentation

Needs Statement

Statement of Work

Audience Analysis

Operations Guide

System Administration Guide

Availability Plan

Policy Manual

System Boundary

Bill of Materials

Project Plan

System Design Document

Business Case

Proposal Manager Templates

System Specifications

Business Continuity

Proposal Template

Technical Writing Templates

Business Plan

Quality Assurance Plan

Test Plan

Business Process

Release Notes

Training Plan

Business Requirements

Request for Proposal

Transition Plan

Business Rules

Risk Management Plan

Troubleshooting Guide

Capacity Plan

Scope of Work

Use Case

Case Study

Security Plan

User Guide

Change Management Plan

Service Level Agreement (SLA)

Verification and Validation Plan

Communication Plan

Setup Guide

White Papers

Concept of Operations

Social Media Policy

Work Instructions

Concept Proposal

Contingency Plan

 

Configuration Management Plan

Conversion Plan