Netflix, Data & Custom-made content

The TV business model of a pioneer

For sure, we have witnessed a reinvention of television. Netflix has reformed it and has influenced storytelling overall. But what was it based on ?

We know that traditional TV channels' incomes depend on advertisers. According to TV ratings, the latter invest or not. But as you probably noticed, Netflix is free from advertisers. Thanks to the subscription income, it can only focus on viewer satisfaction. So that means the platform doesn't have to gain the biggest audience possible for every program. Its real intention is now to deliver relevant content to every customer. Since they won't offend any advertisers, they can even produce controversial content. The business model has had an impact on storytelling. Instead of having one program at a specific time with stereotyped characters made to please everyone, we have now a huge quantity of programs, in the same time, with really more sophisticated characters. Progress !

Data analysis versus creativity ?

For some years now, other streaming services such as Amazon Prime, Hulu, Disney+ and now HBO Max appeared and balanced Netflix hegemony. Those Silicon Valley companies carefully study their users' habits, tastes, and wishes through data. So it raised some concerns about the future of entertainment. Would it be increasingly shaped by data analysts rather than by creatives following an artistic point of view ? Can they work together ?

Actually, it may be positive and even promoting the rise of a new golden age of innovation. Against all the odds, Netflix's foray into the world of original content reveals that the reverse has happened : data-driven platforms result in innovative, high-quality content.

Datastorytelling and custom-made content

Content customization means using data to create highly personalized content that is apparent in the final creation and not just for "targeting".

With datastorytelling, or