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3 fixes for Netflix’s ‘What to watch?’ problem

Wasting time every dark-hour debating with yourself or your partner about what to watch on Netflix is a drag. It burns people’s time and good will, robs superb creators of attention and leaves Netflix vulnerable to competitors who can unravel discovery. A Reelgood study estimated that the average user spends 18 minutes per day deciding.

To date, Netflix’s solution has been its state-of-the-art artificial intelligence that offers personalized recommendations. But that algorithm is ignorant of how we’re feeling in the time, what we’ve already seen elsewhere and if we’re factoring in what someone else with us wants to watch too.

Netflix is considering a shuffle button [illustration Credit: AndroidPolice]

This week Netflix introduced one basic brand-new come to discovery: a shuffle button. Click on a show you like such as The Office, and it will queue up a random episode. But that only works if you already know what you want to watch, it’s not a movie and it’s not a linear successions you have to watch in order.

Here are three much more thrilling, applicable and lucrative ways for Netflix (or Hulu, Amazon Prime Video or any of the major streaming services) to get us to stop browsing and begin chilling.

Netflix channels

For the history of broadcast television, people surfed their route to what to watch. They turned on the tube, flipped through a few beloved channels and jumped in even if a show or movie had already started. They didn’t have to decide between endless options, and they didn’t have to commit to starting from the beginning. We all have that guilty pleasure we’ll watch until the end whenever we stumble upon it.

Netflix could harness that laziness and repurpose the idea of channels so you could surf its on-demand catalog the same route. Imagine if Netflix created channels dedicated to cartoons, action, comedy or history. It could curate non-stop streams of cherry-picked content, mixing classic episodes and films, brand-new releases related to current events, thematically relevant seasonal video and Netflix’s own genuine titles it wants to promote.

For instance, the comedy channel could run modern classic films like The 40-Year-Old Virgin and Van Wilder during the day, top episodes of Arrested Development and Parks And Recreation in the afternoon, a featured recent release movie like The Lobster in prime time, and then off-kilter sect hits like Monty Python or its own show large Mouth in the late-dark-hour slots. Users who complete one video could get turned on to the next, and those who might not begin a personal beloved movie from the beginning might happily leap in at the climax.

Short-movie bundles

There’s a rapidly expanding demographic of post-couple pre-children people desperately seeking after-work entertainment. They’re too old or settled to go out every dark-hour, but aren’t so busy with kids that they lack downtime.

But one large shortcoming of Netflix is that it can be powerful to get a satisfying dose of entertainment in a limited amount of time before you have to go to bed. a 30-minute TV show is too short. a lot of TV nowadays is serialized so it’s incomprehensible or too cliffhanger-y to watch an individual episode, but sometimes you can’t stay up to binge. And movies are too long, so you end up exhausted if you oversee to complete in one sitting.

Netflix could fill this gap by bundling three or so short films into thematic collections that are approximately 45 minutes to a hour in total.

Netflix could commission originals and mix them with the plethora of untapped existing shorts that have never had a mainstream distribution channel. They’re often too long or prestigious to live on the web, but too short for TV, and it’s provoking to have to go hunting for a brand-new one every 15 minutes. The whole point here is to reduce browsing. Netflix could create collections related to dissimilar seasons, holidays or world news moments, and rebundle the separate shorts on the fly to fit viewership trends or attempt dissimilar curational angles.

Often artful and conclusive, they’d provide a sense of culture and closure that a tv episode doesn’t. If you get sleepy you could save the last short, and there’s a feeling of low commitment as you could skip any short that doesn’t grab you.

The nightly water-cooler pick

One thing we’ve lost with the rise of on-demand video are some of those zeitgeist moments where everyone watches the same thing the same dark-hour and can then talk about it together the next day. We still get that with live sports, the occasional tent-pole premiere like Game of Thrones or when a successions drops for binge-watching like immigrant Things. But Netflix has the ubiquity to manufacture those moments that stimulate conversation and a sense of unity.

Netflix could appoint one piece of programming per dark-hour per region, perhaps a movie, short arc of TV episodes or one of the short movie bundles I suggested above and stick it prominently on the home page. This Netflix zeitgeist decision would aid override people’s picky preferences that get them stuck browsing by applying peer pressure like, “well, this is what everyone else will be watching.”

Netflix’s curators could pick content matched with an upcoming vacation like a passover TV episode, show a movie that’s reboot is about to debut like Dune or Clueless, pick a classic from an actor that’s just passed away like Luke Perry in the genuine Buffy movie, or show something tied to a large event, like Netflix is currently doing with Beyoncé’s Coachella concert movie. Netflix could even let brands and/or content studios pay to have their content promoted in the zeitgeist slot.

As streaming service tournament heats up and all the apps fight for the best back catalog, it’s not just exclusives but curation and discovery that will set them apart. These ideas could make Netflix the streaming app where you can just turn it on to find something superb, be exposed to gorgeous shorts you’d have never known about or get to participate in a shared societal experience. Entertainment shouldn’t have to be a chore.

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TechCrunch
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