How to use data to make a hit tv show
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Sebastian Wernicke discusses the contrasting approaches of Amazon and Netflix in using data to create successful TV shows. While Amazon's heavy reliance on data led to the mediocre 'Alpha House', Netflix succeeded by combining extensive data analysis with creative risk-taking, resulting in popular series like 'House of Cards'. The key takeaway is that effective decision-making involves both data insights and human intuition.
How to use data to make a hit tv show
- 1. How to use data to make a hit TV show Sebastian Wernicke at TEDxCambridge
- 2. Let’s take a case.. Two people, at almost same time had an idea to start a new TV show that can be successful. One of them is Amazon’s Roy Price. He used data analytics from ideation to design of the show. The other one is Netflix’s Ted Sarandos. He used a combination of analytics and risk taking ability.
- 3. We live in world where all our choices, preferences and actions can be converted into data. Using this data, companies take big decision to make profits. Therefor, it is necessary to do it right way.
- 4. Toddlers and Tiaras Rating: <2 Breaking Bad, Game of Thrones, The Wire. Rating: 9+ An average show Rating: 7.4
- 5. Why Amazon failed? ▪Using data at each stage of decision making can be dangerous for the company. ▪Amazon hosted a competition to design a TV series. Using this data, they shortlisted top 8 ideas and run a pilot program.
- 6. Why Amazon failed? ▪Amazon, keeping a close eye on viewers and collected millions of data points. Based on insights, they created a new show “Alpha House”. ▪Turns out, it is just an average show with rating of 7.5 and objective of Amazon remained unfulfilled.
- 7. Why Netflix succeeded ? ▪Inhouse data on video content consumers. ▪Demographics, geographic, time series data, behavioural, social, device information all such data points were collected by Netflix. Hence they have a larger and reliable source of data to work with.
- 8. Why Netflix succeeded ? ▪These datasets provided better insights on viewer’s behaviour. ▪Successfully introduced their first Netflix Original “House of Cards”.
- 9. What went wrong for Amazon? ▪Amazon’s dependency on data at each point of critical decision, land them the show “Alpha House”.
- 10. What went right for Netflix? ▪They use data to first understand lots of pieces about their audience that they otherwise wouldn't have been able to understand at that depth, but then the decision to take all these bits and pieces and put them back together again and make a show like "House of Cards," that was nowhere in the data. ▪Data analytics provides a tool to solve a complex problem. Only human brain can integrate all the disseminated information and make right decisions.
- 11. Even the most data-savvy companies get it wrong. Yes, even Google gets it wrong sometimes.
- 12. Case of Google ▪In 2009, Google announced that they were able, with data analysis, to predict outbreaks of influenza, the nasty kind of flu, by doing data analysis on their Google searches. ▪Worked for years after years and then failed with no possible explanation.
- 13. Leanin g 1 Pattern There is a sort of pattern or kind of rule about the difference between successful decision- making with data and unsuccessful decision-making, Brain+Data Use data and brains where they belong in the process.
- 14. Leanin g 2 Risk Taking ability In the end, it's not data, it's risks that will land you on the right end of the curve.
- 15. Thank you. Prepared by: Abhishek Rana