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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Netflix is making it easier to leave show reviews: thumbs up - or down

Views are being granted a binary choice

Netflix is looking to streamline how viewers rate its content in the hope it will encourage more people to leave feedback on its shows.

Currently the video streaming company employs a five-star system, but is now looking at a binary thumbs up or down. Research into the nuances of the system (A-B testing) showed that the thumbs, also employed by YouTube, lead to twice as many ratings being left.

By taking some of the friction out of the decision making process the company hopes to garner more reviews on its database which will further aid to distinguish consumer preferences beyond viewing volumes.

Variety reports that the rating stars are set to completely disappear from the user interface, with the company set to go all stream ahead on the thumbs.

Todd Yellin, vice president of product, said: “We are addicted to the methodology of A/B testing. The result was that thumbs got 200% more ratings than the traditional star-rating feature.”

It concluded that half of members had rated more than 50 titles but is looking to encourage more ratings from its subscribers with the new system.

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