How Netflix is turning viewers into puppets

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« House of Cards » gives viewers exactly what Big Data says we want. This won’t end well

By Andrew Leonard

 

(…) Netflix doesn’t know merely what we’re watching, but when, where and with what kind of device we’re watching. It keeps a record of every time we pause the action — or rewind, or fast-forward — and how many of us abandon a show entirely after watching for a few minutes.

Netflix might not know exactly why I personally hit the pause button — I was checking on my sick son, home from school with the flu — but if enough people pause or rewind or fast-forward at the same place during the same show, the data crunchers can start to make some inferences. Perhaps the action slowed down too much to hold viewer interest — bored now! — or maybe the plot became too convoluted. Or maybe that sex scene was just so hot it had to be watched again. If enough of us never end up restarting the show after taking a break, the inference could be even stronger: maybe the show just sucked.

In 2012, for the first time ever, Americans watched more movies legally delivered via the Internet than on physical formats like Blu-Ray discs or DVDs. The shift signified more than a simple switch in formats; it also marked a major difference in how much information the providers of online programming can gather about our viewing habits. Netflix is at the forefront of this sea change, a pioneer straddling the intersection where Big Data and entertainment media intersect. With “House of Cards,” we’re getting our first real glimpse at what this new world will look like.

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The scope of the data collected by Netflix from its 29 million streaming video subscribers is staggering. Every search you make, every positive or negative rating you give to what you just watched, is piped in along with ratings data from third-party providers like Nielsen. Location data, device data, social media references, bookmarks. Every time a viewer logs on he or she needs to be authenticated. Every movie or TV show also has its own associated licensing data. The logistics involved with handling every bit of information generated by Netflix viewers — and making sense of it — are pure geek wizardry.

Netflix doesn’t just know that you are more likely to be watching a thriller on Saturday night than on Monday afternoon, but it also knows what you are more likely to be watching on your tablet as compared to your phone or laptop; or what people in a particular ZIP code like to watch on their tablets on a Sunday afternoon. Netflix even tracks how many people start tuning out when the credits start to roll.