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Netflix might want its new AI search to drum up more “quality” viewership

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Netflix might want its new AI search to drum up more “quality” viewership

Netflix‘s new strategy for combating YouTube‘s commanding share of living room TVs is to insist that it’s not the quantity of viewership, but the quality.

And it might be trying to pump up those quality views with a new recommendation tool.

Of course, the times being what they are, the tool is AI.

AI Discover is intended to curate Netflix’s offerings in a hyperpersonalized manner, so people only see what they like. If this sounds familiar, it’s because Netflix is doing what YouTube, X, and Meta have already done: shunt the responsibility for a quality recommendation algorithm onto viewers and their input.

“There’s more to enjoy and discover on Netflix than ever, but what sounds right for a quiet night in may look different for family movie night or a few spare minutes,” Netflix said in an announcement post. “We’ve spent years refining how you discover, with recommendations tailored to your tastes, from what you Thumbs Up to what you add to ‘My List.’ Now, AI Discover joins the mix as a new way to explore.”

Netflix subscribers’ first interaction with AI Discover is to pick a broad overall theme. (How is this different from the streamer’s long-established themed collections of programming everyone can see? It has AI!) Example themes it gave are “Something Light,” “Scare Me,” “Family Movie Night,” and “Quick Watches.”

Once a theme is in place, Netflix’s bot brings up a bunch of suggestions, and also additional narrower themes within the first themes.


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