The Algorithm Vs. Creators

Algorithms have become a very hot discussion topic for many streaming platforms. These systems create unique content feeds for viewers of a platform. Netflix uses a very complex and robust algorithm to display their content. This allows Netflix to recommend certain TV shows and movies to their subscribers. However, this does not always have the best impact on content creators.

Netflix uses a system in which viewers are “matched” with different content. Each TV show or movie has a certain match percentage. This system allows viewers to learn if a program fits with their typical interests. Each program on Netflix also comes with a rating which helps viewers decide if they want to watch or not. Netflix analyzes all of the content on their platform and marks it with “tags” like genre. Programming is categorized and related to other similar content. Viewers are often times matched up with “viewers also liked”. This recommends programs that other subscribers with similar interests watched.

Content creators suffer greatly from the use of Netflix’s algorithm. They are at the whim of what Netflix’s system recommends to viewers. When content doesn’t match the algorithm’s requirements, it can become lost. If a creator’s work is not displayed on the front page of Netflix, or picked up by the algorithm, that work is a very hard to find. It’s rare that viewers simply go searching for new content to watch. They usually rely on what is already recommended for them and leave it at that.

While Netflix’s algorithm is very useful for viewers, it hurts creators. Creators depend on getting lucky and matching the algorithms recommending system. If they don’t it presents a big challenge for them. As Netflix’s system continues to evolve, it is hard to say how much more of an impact it will have on creators.