Competitive Edge
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Competitive Edge
Creating your Unique Value Proposition to gain your Competitive Edge.
Curated by Marc Kneepkens
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Rescooped by Marc Kneepkens from Public Relations & Social Media Insight
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Netflix Knows Which Pictures You'll Click On--And Why

Netflix Knows Which Pictures You'll Click On--And Why | Competitive Edge | Scoop.it

A powerful picture is an incredibly efficient tool: The human brain can process an image in just a few milliseconds, so the right picture can spark someone's interest and convince a viewer it's worth exploring a new show in a single glance. Which is why, in 2014, Netflix began gathering consumer research specifically about the images on its service.

The research indicated that looking at images not only prompted users to watch content, but accounted for a whopping 82% of their time spent browsing (as opposed to, say, reading movie titles or descriptions). In other words, the images mattered almost four times more than the text describing the storyline. Members also spent only 1.8 seconds considering each title. "We know that if you don't capture a member's attention within 90 seconds, he or she will likely lose interest and move on to another activity," says Nick Nelson, Netflix's global manager for creative services. "Images become the most efficient and compelling way to help them discover the perfect title as quickly as possible."

Recently, Netflix—which is famously tight-lipped about its own data—has been doing experiments to better understand which images capture our attention and why, and shared some of its findings with Fast Company as well as in a post on its blog. The effort was both science and art: Data scientists analyzed user statistics, while creative teams considered the colors, emotions, and words that appear on pictures. The company tests several images for a single show or movie to try to discover what makes members click. Its first lesson was that images had to be high quality in order to draw viewers in. "We saw one clear thing," Nelson says. "Using better images to represent content significantly increased overall streaming hours and engagement."... Read more: click image or title.

 

 

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Via Jeff Domansky
Marc Kneepkens's insight:

Netflix know the power of #images. They analyzed the behavior of their clients browsing movies and how that correlates to their choices. The images or four times more important than title or descriptions.

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Jeff Domansky's curator insight, May 4, 6:52 PM

Fast Company shares some valuable insight on images from Netflix research, including the need for high quality images. Recommended reading.  9/10

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Netflix: The Red Menace

Netflix: The Red Menace | Competitive Edge | Scoop.it

Just when Hollywood thought it had Netflix figured out that red envelope company flipped the script creating a playbook for any business that aspires to upend an industry. It's about to do it again.

On the August evening that opens the Edinburgh International Television Festival, Kevin Spacey is giving the keynote speech, a jeremiad against his hosts delivered with all the fervor of a Tea Party populist railing against Washington.

The Oscar-winning thespian looks like a politician, his hair perfectly in place and his suit a somber charcoal. He emotes like a politician, too, as he launches into a withering takedown of the traditional way that Hollywood makes television, lambasting everything from the pilot process to TV executives ("those network people") who are always "sticking their fingers in creative decisions and having opinions about everything." And like the scheming pol he plays on House of Cards, the Netflix drama whose first season debuted in February 2013 and for which Spacey earned an Emmy nomination, Spacey offers his speech in silky soundbites uttered in his perfect, Juilliard-trained diction. It's the sweet sound of impending doom.

To read the full article, click on the title.

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Via Guillaume Decugis
Marc Kneepkens's insight:

Wow, great article. It tells the Netflix story, and makes you understand that whole 'streaming videot' business and "Hollywood" in a completely different way.

Startups can learn what 'disruptive' really means, and what the risks and challenges involve.

Long article, but worthwhile read!

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Guillaume Decugis's curator insight, January 18, 2014 12:58 PM

Great read for any entrepreneur who's thinking about disrupting an industry. The way Netflix is beating Hollywood at its own game and hen changing hose rules is impressive. Of course, this is the doing of a large established startup but even earlier stage startups can learn from that story.