Data Science: Digital Society and AI Research

Blog of the Data Science for the Digital Society research group. Digital Society Innovation, Applied Artificial Intelligence, data analysis and smart living and business.

30 January 2025 | Posted by angela.tuduri

The case of Netflix | Data Science

How has data science transformed the user experience?

Netflix has revolutionized the way we consume entertainment, but behind its success there is not only good content, but also an impeccable use of Data Science. It is much more than just a streaming platform; it is an example of how the strategic use of data science can transform an industry.   

Thanks to these Data Science techniques, Netflix has managed to reduce its churn rate by 9% and increase its annual revenue by more than 1 billion dollars.  

In this article, we explore the real-world case of how Netflix tackled one of its biggest challenges: delivering relevant recommendations in an ever-growing catalog.  

The Challenge: An Overabundance of Choices  

A few years ago, Netflix faced a crucial problem: users were reporting difficulty finding relevant content, leading to frustration and, in some cases, cancellation of their subscriptions. With more than 125 million users and thousands of titles in its catalog, solving this problem became a priority.  

The Solution: Artificial Intelligence and Machine Learning  

Netflix implemented advanced Data Science models to redesign its recommendation system. Here are some key aspects of their strategy:  

  1. Personalized Machine Learning Models: Netflix analyzed user interaction data, such as play time, pauses, and ratings, to train models that accurately predict individual preferences.  

  1. Use of Large Scale A/B Testing: Constant testing was conducted to identify which interface changes and recommendations improved the user experience.  

  1. Analysis of Global Consumption Patterns: Netflix identified regional trends to provide recommendations tailored to each country or culture.  

The result: a recommendation system that increases viewing time and significantly reduces abandonment rates.  

What can we learn from the Netflix case?  

The Netflix case shows how Data Science not only solves technical problems, but also generates strategic value.   

  • The importance of data in decision making: From interface design to content creation, every action is based on insights generated by data.  

  • The impact of continuous learning: Netflix's recommendation system is constantly evolving, integrating new algorithms and adjusting to user needs. 

  • The role of the Data Scientist as strategist: This professional not only works with codes and models but also collaborates with multidisciplinary teams to implement effective solutions.  

Why study a Master in Data Science?  

If you are attracted to the world of Data Science and you imagine yourself working on projects like Netflix, studying a master's degree in this area can be a key decision.   

At La Salle Campus Barcelona, you will not only learn about advanced tools and techniques, but you also could solve real business challenges. You will be surrounded by professionals and experts who will help you grow and connect with the industry.  

The program stands out for:  

  • A practical and up-to-date approach: You will learn the most in-demand techniques and tools in the industry, such as Python, R, and TensorFlow.  

  • Collaboration with leading companies: La Salle works closely with technology companies to ensure that students participate in real projects.  

  • International Networking: With a global community, you'll have access to key opportunities and connections in the world of Data Science.  

DATA SCIENCE AT | LA SALLE-URL

DISCOVER LA SALLE CAMPUS BARCELONA!

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