Netflix betting on the secret weapon behind the card house: Big Data analysis

After the newsroom of the American drama "Newsroom", another Gongdou, the house of Cards, which describes the U.S. political scene, has once again been fired. As the http://www.aliyun.com/zixun/aggregation/31877.html "> the world's largest streaming media operator, the card house is the first time Netflix has made its own and fully relies on the internet to issue TV dramas, The hit of the show has helped Netflix's subscriber numbers outperform the traditional HBO network. In the first quarter of this year, Netflix added 3.05 million users, and the total number of videos viewed by users in the quarter was more than 4 billion hours.

The "Card House" stills

However, the popularity of the card house is not accidental, it is not unexpected, it is a big data analysis in specific industries successful application of the classic case. The investor, Netflix, knew that the show was going to fire even before the card house was aired, and the secret came from big data analysis. Salon.com, the US news website, has described the fact that users who log on to Netflix and turn off the video every time they click, play, pause, or even watch for a few minutes will be analyzed as data back into the background. As a result, Netflix can pinpoint viewers ' preferences, such as "Favorite Kevin Spacey" or "favorite political drama". Netflix analyzed the subscriber's viewing data and operating habits prior to filming to ensure that its first original series was able to hit the most potential audiences accurately.

The "card House" film, adapted from Michael Dobbs's namesake political thriller, was moved to the screen by the BBC in 1990, with 4 episodes, each set at 57 minutes and 30 seconds. It was a great success after being moved to the screen for the first time, the 2000 Airways Film Cato (BFI) ranked 84th in the top 100 UK television programs. 2010 British "Guardian" in the "History of the 50 Best British and American drama" ranked 18th.

Netflix has done at least two things closely related to large data analysis before deciding to invest in the remake of the card house. (1) Selection of actors; (2) Playback form.

Tracking and analyzing Netflix subscriber data is not as simple as it sounds, and the amount of extended data derived from underlying data is much larger than most people can think of. This process is more than just an analysis of what audiences like to see the theme of movies and preferences, Netflix will also count viewers how to watch the film and the visual process, the number of pauses during the viewing process, will be seen several minutes to turn off the video and so on, these operations will be as data into the background analysis In the past, Netflix only used the data to make video recommendations. Today, Netflix is going to do what it takes to capture movies that are of interest to users.

Through data analysis, Netflix found that fans who liked to watch the 1990 card House also enjoyed watching the works of director David Fincher, and they often watched the works of Oscar-winner Kevin Spacey. So the new version of the card House has invited David Fincher (producer) and Kevin Spacey (male) to join the remake of the work is not a figment of the imagination, but based on the results of fan data analysis.

To this end, Netflix beat HBO, AMC and other rivals, in order to 26 episodes of original plot to pay 100 million dollars in advance, as a cast budget. The agreement stipulates that Netflix has the exclusive right to play the card house for two years. This means that the American play users can only pay to watch on Netflix.

Another choice in the form of play, in accordance with the traditional series of American opera habits, basically are weekly broadcast a episode, and Netflix according to the relevant data analysis, more people do not like to watch the TV series at a fixed moment, but "Save up", until the complete play finished once again. As a result, Netflix has chosen to play the 13 episode of the card house once.

For now, the show has sparked interest from companies such as Amazon and Microsoft in Toupai Internet dramas, eliminating the differences between regular TV dramas and online TV dramas. It is reported that Amazon is producing at least 11 pilot episodes, which can only be viewed on the Internet, because the company is in the "war" with Netflix, competing to exploit people's interest in watching TV on smartphones, tablets and internet television, To expand its share in the field of streaming media playback services. At the same time, Microsoft is making its own TV series, and reports say Google, Apple, Intel and Twitter are also considering developing their own similar products.

Related background:

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Solitaire House of Cards is a political-themed American television series, adapted from the Micheal Dobbs's novel, made by Beau Willimon. The first season was premiered in streaming media service Netflix on February 1, 2013. The play background is set in today's Washington Columbia, Dist. Of, which tells the story of the House majority party whip Frank Underwood, who decided to retaliate against those who betrayed him after his hopes of being promoted to the Secretary of state were dashed.