The Value of Personalized Recommendations: Evidence from Netflix

arXiv — cs.LGWednesday, November 12, 2025 at 5:00:00 AM
The study on Netflix's recommendation system utilized a discrete choice model to analyze viewership data, emphasizing the importance of personalized recommendations in driving user engagement. It found that if Netflix were to switch to a matrix factorization or popularity-based algorithm, engagement could drop by 4% and 12%, respectively. This underscores the effectiveness of the current system, which relies on targeted recommendations rather than mere exposure. The research also indicates that the most significant gains in consumption occur for mid-popularity goods, suggesting that personalized targeting is essential for optimizing user experience and content diversity. These insights are critical as they inform how streaming services can enhance user satisfaction and retention through tailored content delivery.
— via World Pulse Now AI Editorial System

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