By Seb Joseph

Netflix eventually wants to be able to understand its customers so well that it can target them shows based on their specific moods as the streaming service looks to own the so-called ‘binge era’ it arguably started.

A/B testing has been a core if closely guarded element of Netlflx’s rise to prominence over the last eight years. It’s constantly testing what’s working for consumers in a bid to streamline the viewing experience as much as possible so that consumers are more comfortable having that level of personalisation at a time when they’re warier of what corporations are doing with their data.

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Source: The Drum