All CATEGORIES
☰ Menu


Netflix rolls out new tool to profile viewers

By Michael Liedtke
Associated Press

Print
Add This

SAN FRANCISCO: Netflix is introducing a long-awaited feature that will make it easier for the Internet video service to track and analyze the viewing habits of people sharing the same $8-per-month account.

The tool can splinter a single Netflix account into up to five different profiles at no additional charge. The company is hoping its 37.6 million worldwide subscribers will use the profiles feature because it will help Netflix’s recommendation system gain a better understanding of the different tastes of viewers using the same account.

The feature initially will only be available on Netflix’s own website and several other viewing outlets, including the iPad, iPhone, Apple TV, PlayStation 3, Xbox 360, Apple TV and some smart TV models. It may take up to two weeks before the profiles choice pops up in these options. Profiles should be available on the Wii console before the end of August and on Android devices before the end of the year.

Netflix subscribers who use Netflix on Roku’s set-top box probably won’t be able to use profiles on that device until early next year.

Until now, deciphering the preferences in large households could be tricky because Netflix’s system couldn’t distinguish between when a 50-year-old dad was watching its Internet video service and when his 10-year-old daughter might be viewing under the same account.

“If the kids have been watching a lot of Shaun the Sheep, that doesn’t particularly help us help you find the next gritty drama to watch after they have gone to bed,” said Neil Hunt, Netflix’s chief product officer.

Profiles will now make it possible for several members of the same household to click on their screen name to get customized recommendations, based on what they have previously watched and seemed to enjoy in Netflix’s library of movies, old TV shows and original programs. Netflix relies on viewers’ own ratings of video, as well as computer-driven analyses of the genres previously watched.

Netflix considers its recommendation system to be one of its biggest advantages over rival Internet video services run by Amazon, Hulu and Redbox. As long as Netflix keeps steering its subscribers to videos that they like, the company figures customers will be less likely to cancel the service.

Even with a jumbled mix of viewers, Netflix’s recommendation system apparently is hitting a sweet spot more often than not. The company says about three-fourths of the video watching on its service is driven by its recommendations.


Print
Add This


MORE IN BUSINESS MORE IN BUSINESS >
EDITORS' PICKS

OHIO.COM VIDEOS

Prev Next
RealEstate
Loading...
Ohio.com Real Estate Listing Image
Norton
$154,900
Ohio.com Real Estate Listing Image
Akron
$369,900
Ohio.com Real Estate Listing Image
Hudson
$299,900
Ohio.com Real Estate Listing Image
Cuyahoga Falls
$245,000
Ohio.com Real Estate Listing Image
North Canton
$234,900
Ohio.com Real Estate Listing Image
Green
$169,900
Ohio.com Real Estate Listing Image
Akron
$695,000
Ohio.com Real Estate Listing Image
New Franklin
$159,900
Ohio.com Real Estate Listing Image
Hudson
$286,900
Ohio.com Real Estate Listing Image
Stow
$189,900
Ohio.com Real Estate Listing Image
Hudson
$249,900
Ohio.com Real Estate Listing Image
Russell Township
$365,000
Ohio.com Real Estate Listing Image
Wadsworth
$424,900
Ohio.com Real Estate Listing Image
Canton
$179,900
Ohio.com Real Estate Listing Image
Copley
$349,000
Ohio.com Real Estate Listing Image
Massillon
$179,900
Ohio.com Real Estate Listing Image
Akron
$269,900
Ohio.com Real Estate Listing Image
Hudson
$329,000
Ohio.com Real Estate Listing Image
Hudson
$475,000
Ohio.com Real Estate Listing Image
Cuyahoga Falls
$499,900

Most Read Stories