Business / How Netflix is customising platform for Indians

Hindustan Times : Mar 13, 2019, 05:36 PM

Netflix also plans to launch more Bandersnatch-like interactive content in the next two years with better technology. Netflix last year disclosed its ambition to add about 100 million subscribers from India alone. The streaming company is banking on India’s massive internet user base which is estimated to be north of 500 million. While Netflix is improving and expanding its content catalogue for the Indians.

There’s a big focus on personalising the experience for the local audience. Its personalisation, however, is not just restricted to the machine learning-based content recommendations. It includes personalising smaller things such as posters for each individual.

In an interaction with Hindustan Times, Todd Yellin, VP-Product, Netflix said the personalisation is done carefully with correct tagging and ensure it’s not a clickbait. The personalisation is aimed at each individual instead of data set for a particular set of people in certain geography, he clarified.

“Machine learning is important for us,” he said, adding, “We believe in users’ privacy. This is why we have a subscription model instead of ad-based.”