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Don't Snooze Yet - A Netflix Original
- 3. 5 min.. 10 min.. 15 min.. You find yourself still scrolling but don’t hit play
- 4. Time’s Up!
- 5. We’ll talk about 5 things. Understanding Netflix Understanding user pain points Proposing a solution Measures of success & Launch Way forward
- 6. Mission “Entertaining everyone & making the world smile.” Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 7. Company Shareholders care about? Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward Subscribers! MORE SUBSCRIBERS! Huge Competitive Threat
- 8. Loyal & Growing Customer Base Reed Hastings cares about? Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward Content for everyone Accurate Recommendations & Personalised Experience
- 9. Netflix 10% Not Netflix 90% TV Viewership Annual TV viewership: 1B Hours* Number of TV households: 120 M* Average TV viewing hours/day per HH: 8.33 Netflix users (2018): 66 M Average Netflix viewing hours per household per day: 1.65 In the US Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward Interesting Facts To Note Source: Netflix ’18 Q4 Earnings Call We can estimate *Source: Neilson Research
- 10. Interesting Facts To Note 6000+ titles on Netflix (in the US alone) In 2018 alone Netflix added 700+ titles It could take upto 3.88 years to watch everything on Netflix (if watched 24/7 without breaks) Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 11. THERE IS STILL MORE THAN 6 HOURS WORTH OF OPPORTUNITY PER HOUSEHOLD! Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 12. Who are the users? On the Dimension of Time Spent Watching Netflix The Daily The Hardly Evers Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward The Weekenders
- 13. Guiding Metrics Discovery Time Viewing Time Drop-off Rate Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 14. Let’s talk to some users.
- 15. Survey Sample Set includes: 100 Respondents US based Age group: 21 - 40 Equal gender representation Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward Aim: Validating if users experience fatigue on Netflix. In person interviews Observing users
- 16. Finding #1 User Behaviour: Average Discovery Time (DT) for most users = 15 min+ 0 0.15 0.3 0.45 0.6 0.75 Less than 15 min 10-15 min 30 min More than 45+ min Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward Note: Total avg. viewing hours on Netflix per user: 1.65 hours
- 17. User Behaviour (when they don't find anything to watch): Most Switch to another platform / Don’t watch anything Finding #2 0 0.1 0.2 0.3 0.4 Quit to another platform Quit and don't watch anything Message a friend for recommendations Watch something from NF recommendations ] Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 18. Finding #3 User Behaviour Frequency (when they don't find anything to watch): Most users said they switch/quit frequently Never 3% Quite Frequently 80% Sometimes 12% Almost Always 5% Note: Quite Frequently defined as: 2 / 5 or 40% of the times Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 19. Finding #4 0 0.15 0.3 0.45 0.6 Friends Recommendations Netflix Recommendations Own Curated Lists Social Media, Blogs, Online Reviews Users Trust: Recommendations from friends > Recommendations from Netflix ] Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 20. 0 0.1 0.2 0.3 0.4 Quit to another platform Quit and don't watch anything Message a friend for recommendations Watch something from NF recommendations Finding #5 User behaviour (when they don't find anything to watch): Most don’t text a friend in the moment Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward ]
- 21. Summary of Company & User Research More Titles + Imperfect Recommendations Increase in Discovery Time User Fatigue Drop Off/Switch • Netflix content is growing at a very fast pace. • Users spend significant amount of total avg. viewing time on discovery. • Netflix recommendations haven’t been perfect. • Friends are better trusted source for recommendations. Summary of the User’s Problem Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 22. My Conclusion Since machine based recommendations are great but not perfect, yet, user fatigue is real. Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 23. Detecting the point of user fatigue is crucial. Adding trusted human aspect - at the points of fatigue - to machine based recommendations can increase viewership and decrease drop offs. Proposed Solution Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 24. Meet Neil - The Explorer Software Engineer, 32 Lives in Mountain View, CA A Netflix Daily User Loves watching & finding out about new shows & movies Also subscribes to Amazon Prime, Hulu, HBO On weekends, he enjoys hanging out with friends Pain Point: “I watch anything and everything. But my Netflix feed has too much content similar to what I watched but didn't like. My friends & I discuss interesting new content all the time that I don’t see on my feed. A fresh set of unbiased recommendations would be helpful at times when I’m just tired of scrolling.” Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 25. Introducing Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward
- 26. Understanding Netflix User Pain Points Proposing A Solution Measuring success Way forward Feature Demo** **Please hit Play
- 27. Measuring success Discovery Time Viewing Time Drop-off Rate Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward At Product Level
- 28. Fatigue Detection Don’t Snooze Yet Screen Social Media Plugin Measuring success At Feature Level Activation Retention My List How many times does Don’t Snooze Yet screen show up for Neil per viewing hour? Did Neil drop off before Don’t Snooze Yet screen showed up? How many times does Neil play from Don’t Snooze Yet screen? How many times does Neil play from what a followed friend watched? Has Neil integrated his social media to Netflix? Does he add friends’ shows to his own list? Is he adding more shows/movies to his lists? Is adding categories? Is Neil interacting with Don’t Snooze Yet Screen? Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward
- 29. Launch & Go to Market Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward Beta Test full feature with: Users who have agreed to Participate in Tests. US based 100k users (standard Netflix testing sample size) Don’t Snooze Yet Screen on TV only Social Plugin enabled across all devices
- 30. Share your Netflix stories with your friends now! Expect lots of memes! • Social Media • Push Notifications • In-app / Web notifications • Blog • Email Go To Market Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward Across all devices
- 31. Don’t Snooze Yet! Share your Netflix stories now! Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward 3 of your friends are watching Narcos Mexico • Social Media • Push Notifications • In-app / Web notifications • Blog • Email Go To Market
- 32. See what your friends are watching now. Add their shows to your list. And Watch Better. See what your friends are watching now. Create your own recommendations. Watch better. Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward • Social Media • Push Notifications • In-app / Web notifications • Blog • Email Go To Market
- 33. Don’t Snooze Yet! Share your Netflix stories now! Adding recommendations from trusted friends to the Netflix experience. Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward • Social Media • Push Notifications • In-app / Web notifications • Blog • Email Go To Market
- 34. Don’t Snooze Yet! Share your Netflix stories now! 3 of your Friends Have Been Watching Narcos Mexico, Neil! Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward • Social Media • Push Notifications • In-app / Web notifications • Blog • Email Go To Market
- 35. Estimated Roadmap Phase 1: Don’t Snooze Yet Product Design/UX Engineering Sprint 1 Wireframe Prototype: 1. DSY Screen 2. User Profiles, Social Plugin 3. My List Update Sprint 2 Fatigue Identification Sprint 3 Back End/Server-side Implementation UI Development for all screens Integration Sprint 4 QA Launch User Testing; User Feedback Coordination with Marketing to prep for announcement Firefighting Across Teams Test! Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward Design Validation Beta Testing
- 36. Phase 2 Main Feed Further down the road: Short Term Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward
- 37. • Training data for better ML based recommendations model. • Data on kind of content users prefer / don’t prefer to watch. Other Benefits Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward
- 38. Further down the road: Long Term Phase 1 Phase 2 Phase 3 Don't Snooze Yet Main Feed Pattern Based Recommendations Neil likes watching Netflix when he is getting dinner. He usually picks something out from his Dinner Time shows. Recommend something from there to him on his main feed. Right recommendations to the right user at the right time. Understanding Netflix User Pain Points Proposing A Solution Measuring success & Launch Way forward
- 39. "I think about it really as us winning time away, entertainment time, from other activities. Instead of doing Xbox or Fortnite or YouTube or HBO or a long list, we want to win and provide a better experience.” - Reed Hastings
- 40. Thank You!
Notes de l'éditeur
- I’m going to talk to you about our beloved company - Netflix. Imagine this.
- You come back home from a long day at work. Food is ready. Netflix is on.
- You start browsing. You scroll through different titles. You’re on your list. 5 min. 10 min. 15 min. Food is over.
- I’m Sneha. I am here to solve this problem.
- So let’s jump right in.
- Netflix wants to: entertain everyone and make everyone smile.
- Shareholders want: subscribers and more subscribers.
- But we also care about: best content for everyone, beautiful CX with accurate recommendations leading to happy, growing customers.
- Netflix takes up 10% of the 1B hours of TV viewership in the US - about 1.65 hours per day.
- There is too much content on Netflix. Growing at a very fast pace.
- A lot of opportunity to grow.
- I decided to segment our users into these 3 buckets according to time they spend on Netflix.
- For the context of this presentation we will look at The time people watch shows on Netflix The time between searching and playing a show on Netflix And the number of times people leave the platform
- With this in mind, I conducted a survey some in person interviews with current users. Focusing on the US market to start with. I found 5 things.
- When asked what they do when they don’t find anything on Netflix to watch, most said they switch or quit.
- Very few text friends.
- Also, note. A lot of users are on 1 other platform at least.
- With these findings in mind, I have come to the conclusion that…
- A New Feature which we’ll call ‘Dont Snooze Yet’
- So we are back to the browsing screen, 15 min in - fatigue is setting in. And then this shows up. A handpicked list of few shows that is fed in from your own several watch lists and from what your trusted circle of friends have been watching recently. When you don’t know what to watch, this will be that friend you could but won’t text. Let’s take a step back and see how this would work. We’ll start with revamping an understated feature on Netflix - “My List” You can now create several of your own lists - according to your mood, time you watch certain shows etc so that a specific kinds of shows and movies are easily accessible when you are looking for them. When you add shows to your list, Netflix would aut-tag the shows, giving the lists their identity of genre so we can show you recommendations of lists of other people who watch similar genre. You would be able to plug in to your social profile and follow your friends or even discover new people with similar tastes. You will be able to see what they are watching, there lists and people they follow. Lastly, you could set your list or what you are currently watching to public or private mode also. That is the first look of our brand new feature: Don’t Snooze Yet.
- This aims to directly impact the discovery time and increase viewing time, decreasing the drop off rates. Better recommendations (with the ML + the human component) would lead to increased effective viewing time.
- We will roll out the feature to our users and leverage on our strong social media presence.
- Push Notifications.
- Reach out via email too.
- I am estimating about 8 weeks from start to launch for the MVP and will be working across Product, Design and Engineering.
- If the MVP is a success, we will roll the feature out on the main feed itself as a part of phase 2.
- The long term idea is to: Use user usage and preference data to train our ML models better and make better content decisions and offer pattern based recommendations.
- To conclude, this will be in line with our larger company vision and goal.