#2 Netflix Thumbnails

During a group tutorial, how posters and Netflix thumbnails are designed was brought up concerning my major project ideas. I decided to conduct further research on the algorithm Netflix uses to tailor it's thumbnails to each user.

Barton, G. [Vox]. (2018, November 21). Why your Netflix thumbnails don't look like mine [Video]. Youtube. youtube.com/watch?v=axCBA3VD5dQ&ab_channel=Vox

I first came across this youtube video from Vox that explains why the cover art changes and how the algorithm works. Netflix's goal is to create a tailored experience that is personal to each user. In the video Barton (2018) mentions studies that have been conducted that suggest a typical viewer spends 1.8 seconds considering each title while Netflix believes you have 90 seconds (overall) to get the viewers attention before they close the site and do something else. Netflix's research has found that thumbnails are the biggest influence, so they have spent time perfecting how the present thumbnails to each user.

Netflix uses a thumbnail selection process known as Aesthetic Visual Analysis (AVA) to select thumbnail images for the static video frames provided within the content the thumbnail is being created for. AVA searches the Netflix content for the best images that can be used. The program analyses each frame using image recognition algorithms and uses the data collected to create metadata for each frame. This builds a database of information that can be used to select the best frames for thumbnails. The frames are then sorted into roughly 3 categories.

The next step is known as image ranking and involves using the metadata to find which shots are the most attractive or 'clickable'. These would be images that aren't blurry, feature major characters etc. The creative team then uses the best ones to create thumbnail artwork. The streaming service will then use A/B testing to select which thumbnails are the best for each user.

The video provided a few image examples of how this works.

Stranger Things - Genre Preference (Vox)

Note. From Barton, G. (2018).

This example given in the video on thumbnails can be tailored to genres that might interest a user. For example, if a user watches a lot of horror, the thumbnail that will appear will be like the image on the right.

Stranger Things Thumbnails (Netflix Technology Blog)

Note. From Amat et al. (2017).

This example of the range of the thumbnails that could be selected for a television show, such as Stranger Things (2016), was retrieved a blog post regarding personalised Netflix thumbnails. It is difficult to select one thumbnail for all users, so this personalised approach allows a different experience tailored to individual viewers.

Good Will Hunting - Genre Preference (Netflix Technology Blog)

Note. From Amat et al. (2017).

Riverdale - Genre Preference (Vox)

Note. From Barton, G. (2018).

These examples show how your recent watches could potentially affect the thumbnails you might see for specific films and television series that appear on your Netflix account. This is also done if you appear to watch a lot of content containing the same actor or actress.

Pulp Fiction - Cast Preference (Netflix Technology Blog)

Note. From Amat et al. (2017).

The example provided here presents how if you were to watch a lot of content containing either Uma Thurman or John Travolta this could affect the thumbnail for Pulp Fiction that may be presented to you.

Netflix chooses not to use movie billboards or DVD cover art for their thumbnails as these are not only better fit for purpose, but they also allow Netflix to personalise their user's experience. I wondered how these thumbnails would appear on my family's Netflix accounts and if I could look specifically at the Noir genre. I am unsure how useful this content will be in future, but I could find an interesting purpose for the research later down the line.

Bibliography

Amat, F., Basilico, J., Chandrasekar, A., Jebara, T. (2017, December 7). Artwork Personalisation at Netflix. The Netflix Technology Blog. https://netflixtechblog.com/artwork-personalization-c589f074ad76

Barton, G. [Vox]. (2018, November 21). Why your Netflix thumbnails don't look like mine [Video]. Youtube. youtube.com/watch?v=axCBA3VD5dQ&ab_channel=Vox

Chmielewski, D. C. (2018, October 22). Netflix’s Use of Artwork Personalization Attracts Online Criticism. DEADLINE. https://deadline.com/2018/10/netflixs-artwork-personalization-attracts-online-criticism-1202487598/

Roth, D. (2020, November 8). The Secrets Behind Netflix’s Personalised Thumbnails. Looper. https://www.looper.com/274997/the-secret-behind-netflixs-personalized-thumbnails/