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How Netflix uses psychology to perfect its customer experience

Decoding the science behind the features that keep you binging

Jen Clinehens
Choice Hacking
Published in
6 min readOct 30, 2019

“If the Starbucks secret is a smile when you get your latte, [Netflix’s secret] is that the Web site adapts to the individual’s taste.”

- Reed Hastings

If there’s a company that’s synonymous with a seamless customer experience, it’s Netflix. It has become the defacto entertainment source for many. So much so that 15% of the world’s web traffic goes to Netflix.

But when your experience is industry-leading, how do you evolve it without disappointing customers?

The answer lies in experimentation, built on proven psychological principles.

And because Netflix is a subscription service, you can quickly discover what’s working. Just observe how many customers cancel their service in response to your experiment and optimize from there.

Prefer to watch? Check opt the video:

3 psychological principles that Netflix uses to perfect their…

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Choice Hacking
Choice Hacking

Published in Choice Hacking

Writing at the intersection of psychology, science, business and design

Jen Clinehens
Jen Clinehens

Written by Jen Clinehens

ChoiceHackingIdeas.com // Brands win when they know what makes buyers tick (behavioral science, psychology, AI)

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