How Netflix Uses Big Data for Content Recommendations
Introduction Netflix, the global streaming giant with over 270 million subscribers as of 2025, relies heavily on big data to curate personalized viewing experiences. Big data encompasses the vast volumes of user interactions, viewing habits, and content metadata that Netflix processes daily. This chapter delves into how Netflix transforms this data into sophisticated recommendation systems, driving approximately 80% of viewer content consumption and significantly reducing churn rates. By leveraging advanced analytics, machine learning (ML), and artificial intelligence (AI), Netflix not only suggests what to watch next but also influences content creation and user retention. We'll explore data sources, algorithms, personalization strategies, challenges, real-world examples, and future trends in this evolving field. The Role of Big Data at Netflix Big data is the backbone of Netflix's business model, enabling hyper-personalized experiences that keep users engaged. Unlike tr...