Netflix Tests Human-Curation With New 'Collections' Feature
Netflix is currently testing a new feature called Collections on its iOS app that displays content curated by humans, rather than algorithms.
The feature consists of experts on Netflix's creative teams curating and organizing movie and TV show titles into editorial groups based on similar factors such as genre, tone, storylines, and character traits. Examples of these editorial groups are “Let’s Keep It Light,” “Dark & Devious TV Shows,” “Prizewinning Movie Picks,” “Watch, Gasp, Repeat,” and “Women Who Rule the Screen.”
If you’re part of the testing group, you will see a Collections option at the right corner of the app. When you tap a Collection, it expands and provides you with a description of the Collection and shows the thumbnails of the titles that are part of it. You also have the option to follow a Collection to receive relevant notifications.
“We’re always looking for new ways to connect our fans with titles we think they’ll love, so we’re testing out a new way to curate Netflix titles into collections on the Netflix iOS app,” a Netflix representative said in a statement to TechCrunch.
Algorithms have been the backbone of Netflix’s success but with a heightened focus on retaining existing subscribers and bringing in new subscribers during a time of heated competition, human-curation may be what helps it hold off Hulu and Amazon Prime as well as prepare for upcoming stiff competition from Disney+ and Apple TV+.
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SOURCE: Tech Crunch