Do you remember the days when you had to gather around in front of your TV at a particular time on a particular day to watch the screening of your favorite show or movie? How far have we come from those days to today when everything you might want to watch is available at the click of your fingertips on several OTT platforms such as Netflix and Prime? Inspired by this thought, this month's newsletter is based on a recently published article titled - Behavioural Science behind the scene of Netflix by Nehal Kaul.
Have you ever wondered what Behavioural Science principles are hiding behind your favourite OTT products? Let us deep dive into the question “How does Netflix keep you hooked?”
Behavioural Segmentation: Netflix recommends movies based on what you previously watched and liked by matching it with the views of other individuals watching similar or same products. Not just that, did you know that the image of a show or movie you see as well as the layout of your homepage are also based on your viewing habits?
Social Proofing: Netflix leverages Social Proof, the tendency we have to copy the action of others, to nudge viewers towards watching specific content. Netflix’s ‘Top 10’ and ‘Trending Now’ categories are the best examples of social proof at work.
Cocktail Party Effect: The cocktail party effect refers to the fact that our ability monitors the social environment for self-relevant cues in a nonconscious manner. This is used by Netflix to get your attention when it shares its recommendations with you by tagging certain movies or films as ‘Top picks for <your name>’.
Use of Defaults: How often have you started a show only to realise that you have passed hours watching it? The auto-playing option on netflix makes binging the default! Such a simple but influential way to keep you watching
Dealing with Idleness Aversion: People hate it when nothing is happening. The auto-playing video on your screen when you open Netflix and the commencement of a trailer when you hover over a show's poster are two major features employed by Netflix to capture your attention.
However, it is important to remember that BeSci tools are not a one-size-fits-all solution to your problems. Here is an example of a feature that did not work out well even after being based on BeSci principles.
Dealing with decision fatigue (at least trying to):
Decision fatigue is one common problem all of us face when trying to find something to watch on Netflix because of the plethora of options. To help users Netflix came up with a new feature back in 2021 called “Surprise Me” or “Play Me Something” which automatically played content for the users trying to mirror TV watching experience. However, this did not play out well and was ultimately discontinued. Read the blog to know why.
Niko (2021) tests and explains the Recommender System used by Netflix. The key points that we found interesting are:
Artwork Personalisation: Netflix alters artwork for titles across different profiles, creating visually distinct experiences for each user.
Algorithmic Feedback Loops: User interactions lead to personalised content - reinforcing existing preferences and intentionally limiting exposure to diverse content.
Agency in Taste-Making: The Netflix Recommender System (NRS) is part of a broader network influencing cultural tastes, blending human choices with algorithmic inputs.
This article gave us a sneak peek into what goes into making our Netflix feed look the way it is. The high degree of personalisation results from a brilliant synthesis of user data mixed with behavioural insights, setting Netflix apart in this crowded OTT space!
IBEN is hosting a series of exclusive sessions for educational institutions, professors, and enthusiastic student leaders to explore the integration of #BehavioralEconomics into education. Sign up here to be part of this initiative.
Keep an eye out on the Beyond Nudge social media pages (Instagram | LinkedIn | Twitter) for our new series 'The Brainy Capsules' where we make BeSci principles short, sweet, and easy to digest. This time around, we explore Confirmation Bias; read our blog on Confirmation Bias here!
📝 The Paradox of Compassion
This simple and short article elucidates one of the cornerstones of 'human' behaviour i.e. compassion. In a time where the global society is witnessing large scale human suffering in the form of wars and genocide, compassion seems to be lacking. Which is why this article and its breakdown of the paradox of compassion is particularly noteworthy.
📝 Neurodiversity: behavioural science's biggest blind spot
Retrospectively, what this article talks about seems like a glowing spot that the behavioural science community continues to overlook. As a discipline that aims to understand and change human behaviours by exploring the relationship of cognitive functions with context, neurodiversity and its ubiquity in all human societies needs to be a fundamental part of behavioral research. Read this article to know more.
🎧 Product Deep Dive: Calendar
This episode of HW talks about an essential tool that everyone uses to manage and plan their time. The infamous calendar is is the bedrock of getting things done. In our lives, the calendar and its associatory words (scheduling, blocking etc.) are an essential part of our everyday vocabulary, which is why this deep-dive on the Calendar is this month's recommended podcast.
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Brought to you by India Behavioural Economics Network (Facebook | LinkedIn | Twitter) and Beyond Nudge Consulting (Instagram | LinkedIn | Twitter)
Editors: Nehal Kaul and Junofy Anto Rozarina
Contributors: Abhishek Chauhan and Manvi Agrawal