Netflix data expert Michelle Ufford: that’s how TV works today

Netflix knows its users better than any TV station. Huge amounts of data help to optimise the program for each individual. Michelle Ufford shows at the GDI Predictions Conference on 4 June, 2019 how this works.

Netflix Stranger Things

130 million members in 190 countries watching films on 450 million different devices. Thanks to its tracked user behavior, Netflix possesses a huge amount of data, which it evaluates with great effort. A 100 petabyte (equivalent to 100 million gigabytes) data warehouse is needed to store one trillion user activities per day, such as pressing play, stopping or aborting a film.

The benefits? According to data analyst Michelle Ufford, Netflix wants to offer its users an optimal experience on the platform. Implicitly, this certainly also means that users should stay on Netflix as long as possible. To achieve this, each account is 100% tailored to the individual user, right down to the preview images of the series, which are displayed and tested according to genre preferences.

In order to get the best possible result from the data, the streaming platform follows one maxim: Every employee can access the Netflix big data platform. Not only is content personalised on the platform itself, but films are also aligned with user behavior during production.

Michelle Ufford shows who works how with the gigantic amount of data at Netflix in this video and at the GDI on 4 June: