Netflix 如何用数据分析重塑内容生产
The Voice of the People is Data
Netflix 凭借 25M+ 订阅用户规模和按家庭粒度衡量观看行为的推荐技术，打造出可评估内容投资回报的决策机器，并据此推动了《House of Cards》的制作。这套数据驱动的评估机制还促成了被取消剧集《Arrested Development》的复活。文章认为，数据驱动的内容生产将主导电视和电影行业，获取此类数据将成为娱乐行业的入场门槛。
In short : Explore how Netflix leverages data analytics to shape content production and enhance viewer satisfaction.
If you’re a Netflix subscriber, in all likelihood you’re a big fan of “House of Cards.” Netflix designed it that way.
With the release of “House of Cards” Netflix began the Moneyball-era of content production. The majority of Netflix subscribers watch Kevin Spacey, political thrillers and David Fincher’s movies. Guess what? “House of Cards” has all three.
In baseball, on-base percentage is the best predictive metric for team success. In content production, the best predictor is user viewership behavior.
Because of Netflix’s scale, 25M+ subscribers, and because of its highly granular recommendation technology which measures viewership on a per household basis and includes all the metadata (actors, directors, plot) about each movie and TV show, Netflix has arguably the best return-on-investment calculator for content on the planet.
This content evaluation machine drove the decision to resurrect the cancelled “Arrested Development” series. Now a terrifically successful show, “Family Guy” was also cancelled. But it wasn’t the studio chiefs who decided to return the show to prime time. By the thousands, fans complained loudly enough to convince FOX of the inaccuracies of their data, rescuing the show and driving billions of revenue to FOX. How many of these kinds of mistakes have been made? It’s impossible to say.
Data-driven content production will come to dominate TVs and movies. We know the models work - we have seen it first hand on the web - and in order to survive, access to such data will be table stakes in the entertainment industry.
Like Netflix, the raft of startups is building channels on YouTube including Machinima, Maker Studios and many others leverage viewership data to tune and match their content to their viewers' desires. These channels represent the future of television - a future in which the demands of viewers are satisfied because the shows are tailored to them.
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GP at Theory Ventures. Former Google PM. Sharing data-driven insights on AI, web3, & venture capital.
来源：Tomer Tunguz 博客（VC 分析） · tomtunguz.com