One year on, Netflix looks to improve user experience

MANILA, Philippines – Let’s talk about Rory Gilmore. The fictional character in the popular TV series, Gilmore Girls, is now 32. When the series debuted in 2000, she was 16. It has been a good nine years since the show’s last season closed in 2007. Last November, Netflix gave Gilmore Girls fans a rare treat – it’s back in Stars Hallow with four new episodes aired exclusively on the digital platform.

Almost a year after it debuted globally, including the Philippines, Netflix is on a roll. The highs and lows of streaming video – fiction, entertainment, suspense, drama - on mobile screens, computer screens and smart TVs as well, have caught on.

Neil Hunt, Netflix chief product officer, was a speaker at the Amazon Web Services’ (AWS) annual users conference re:Invent in Las Vegas last December and he said the company has some 86 million members in 190 countries delivering about 150 million hours of streaming video per day. Netflix eventually ended the year with 93 million users and in the last quarter alone (ended December 31), it added over seven million members.

“Ultimately, what we want to put in the service are really compelling stories that have universal appeal, but we are also buying content for specific markets and what people are looking for in those markets,” Netflix said.

In 2016, Netflix committed to spending $5 billion on content, releasing 31 scripted shows (existing and new), two dozen original feature films and documentaries, a wide range of stand-up comedy specials and 30 original kids series. In the coming year,  Netflix is adding over a thousand hours of new content and would be doubling down on its original content. However, beyond content, it is in the technology space that Netflix will be focusing more on to improve user experience.

Looking back on its first year in the Philippines, Netflix has introduced several innovations, including:

The download option on mobile devices makes it easier to watch on the go. SD card support is also now available for downloads in compatible Android mobile devices.

1. Downloads with SD Card support — In addition to streaming videos, one of the features that Netflix introduced was the download option to make it even easier to watch on the go. Recently, it also announced SD card support for downloads in compatible Android mobile devices. During the holidays, this proved useful while on a road trip and even on a daily basis when people want to watch even when internet is limited.

Filipinos loved it and they are really engaging with the download feature. It really addressed a need of the market, primarily for commuting because a lot of people are commuting on their mobile phones and most don’t have consistent internet, according to Netflix.

2. Video previews — Netflix has always been big on personalization and the use of algorithms to make individual recommendations based on what people are watching. The reason for that is there is barely 90 seconds to snag audience attention, according to Netflix. Now, instead of looking merely at images when you browse, Netflix has also added 15 to 60-second video clips.

These resulted in less browsing and more watching, which means that people are finding things faster than they do. This is, however, a TV experience for now, and is not available for mobile. If videos constantly played on mobile, it wouldn’t be very ideal, as opposed to TV where people are used to videos playing all the time.

3. Open Connect devices — Netflix has been partnering with Internet Service Providers (ISPs) to deliver its content more efficiently. The ISPs can localize substantial amounts of traffic with Open Connect Appliance embedded deployments. Open Connect devices are provided free to ISPs to allow them to more efficiently manage their networks. 

In the Philippines, the company has partnered with both PLDT and Globe and it has been continuously differentiating more on the different experiences depending on whether people are watching Netflix on a mobile phone or TV.

4. 4K/HDR Technology — Netflix has added over 600 hours of 4K content.Shows like the latest season of Chef’s Table and Marvel’s Daredevil are now in HDR and Netflix is currently working with Marvel on their entire slate. It will be doing more on the HDR space and will be gearing up for a TV experience of the future so users can have as close to a theater experience at home.

“We are trying to be innovative and looking at newer technologies that may not be mainstream yet,” the company said.