How Netflix Creates ‘Taste Communities’

Wired: “The Defenders provides Netflix with a unique case study. Instead of merely allowing it to find out if someone who likes, say, House of Cards also will like Daredevil (yes, BTW), it tells them which of the people who landed on Daredevil because of House of Cards will make the jump to The Defenders.”

“Wildly different programs lead people to The Defenders’ standalone shows. The top lead-in show for Luke Cage? Narcos. But for Iron Fist, it’s a Dave Chappelle special. Someone who watches Jones probably will watch Cage, but beyond that the groups of people—Netflix calls them ‘taste communities’—gravitating toward those shows enjoy very different programming.”

“Every Netflix user belongs to three or four taste communities. It’s easy to say that this influences what appears in your recommendations, but it’s not quite that simple. Membership in those communities does more than dictate the top 10 comedies appearing in a row of your queue, it determines whether comedies appear there at all … Each time you open Netflix it exposes you to 40 or 50 titles. Netflix considers it a win if you choose one of them.”

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