For thematic comparisons, Netflix creates a “similarity map” in which the AI uses a show’s metadata, tags, and summaries (“integrations” in the world of Netflix) to determine links to other titles. . Marketers would know which shows and movies to help describe a coming-of-age comedy, for example.
Along with audience sizes, the service has an AI model that compares the audience sizes of similar jobs in a given country. If a drama is likely to turn out well in Spain, Netflix could not only speed up marketing in the region, but prepare dubs and subtitles sooner.
The systems are self-supervised, giving them access to a much wider range of titles than they would if they were limited to Netflix’s own information.
Netflix’s approach might not be exciting if you prefer the human approach – there’s no such thing as an independent production getting huge audiences after an executive gives it a go. AI, however, makes it easier to market a stream of originals for Netflix and removes some of the subjectivity that could hinder the success of some shows.