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Data Science
Todd Holloway, Conor Dowling
Hollywood
+
Netflix in Hollywood
The Evolution of Netflix
(and content buying)
Timeline
1999 DVD subscription service starts
2007 Streaming service starts
2012 Netflix adds a studio
2016 Netflix goes g...
DVD Service
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
DVD Service
Content Buying: Nonexclusive, and costs are not distributed across users.
1999 DVD service
2007 Streaming serv...
Streaming Service
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
Streaming Service
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
Streaming Service
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
Streaming Service
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
Content Buying: Oft...
Studio
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
Content buying creation: Exclu...
Studio - Series
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
2012 2013 2014 2015 2...
Studio - Docs
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
2012 2013
+5 more
2014 ...
Studio - Films
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
2015
2016
+ 8 or so mo...
Studio - Talk Show
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
2016
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
Global
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
Global
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
Madagascar
Global
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
In Madagascar on Weds, June 15...
Global
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
In Madagascar on Weds, June 15...
Global
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
Cuba
The
‘Stick’
Global - Studio
1999 DVD service
2007 Streaming service
2012 Netflix studio
2016 Netflix goes global
Data Science + Content
Can we use data science to create content?
Can a computer write a script that would win a competition? [benjamin.wtf]
Can we use data science to create content?
Can we use data science to create content?
Answer: Netflix is not doing this. In fact, it’s the opposite,
we want to give ...
Can we use data science to help select content?
You bet. Ultimately all decisions are made by experienced buyers, but mode...
What makes content valuable?
What makes content valuable to Netflix?
● How many hours viewed?
● How many people finished watching?
● New subscribers ad...
We choose ‘efficient content’.
value / cost > 1.0
What makes content valuable to Netflix?
Licensing - Hollywood
600 films and 400 scripted series are made per year in Hollywood. The number of films hasn’t changed...
Licensing - Hollywood
400 scripted series are made per year in Hollywood. Scripted series has grown from 200 to 400 since
...
Licensing - International Studios
https://stephenfollows.com/how-many-films-are-made-around-the-world/
Licensing - Using Machine Learning
Available
Titles
Demand
Features
Demand
Predictive
Model
Adjust
If efficient,
make an o...
Licensing - Using Machine Learning
Available
Titles
Demand
Features
Demand
Predictive
Model
Adjust
If efficient,
make an o...
Licensing - Using Machine Learning
Available
Titles
Demand
Features
Demand
Predictive
Model
Adjust
If efficient,
make an o...
Licensing - Using Machine Learning
Available
Titles
Demand
Features
Demand
Predictive
Model
Adjust
If efficient,
make an o...
Licensing - Scaling Machine Learning
Curri - Feature & Deployment Management
Data
Originals - Where do ideas come from?
Originals - Where do ideas come from?
Originals - Where do ideas come from?
2001 Book optioned before publication
Samuel Jackson attached to lead role
2007 Appe...
Originals - Using Machine Learning
More difficult problem than licensing
● Less data
● Moving target - ideas and scripts c...
‘House of Cards’ script = X
Those
members
also watch:
Originals - Script Similarities
Originals - Buying Films
Originals - Buying Series
Originals - Valuing Original Buys
Programming - Historically Demographic-Based
Programming - Something for Everyone
Programming - Something For Everyone
Next Inning...
How do we choose the best mix of content globally?
Can we identify valuable content earlier?
Can we assist ...
Thank you
We’re hiring in Hollywood!
Sr. Data Scientist (https://jobs.netflix.com/jobs/860491)
Sr. Data Analyst (https://j...
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Big Data Day LA 2016/ Data Science Track - Data Science + Hollywood, Todd Holloway - Director of Content Science & Algorithms & Conor Dowling - Content Analytics Manager, Netflix

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Netflix will spend six billion dollars this year on content, making the company a major player in Hollywood. An increasing portion of this spend will be on original shows such as House of Cards, and original movies such as Beasts of No Nation. As we continue to expand our involvement with Hollywood, we want to leverage data and data science to make the best decisions possible. This talk will explore areas where we see the most opportunity to apply data science to Hollywood, and some early approaches we've taken.

Published in: Technology

Big Data Day LA 2016/ Data Science Track - Data Science + Hollywood, Todd Holloway - Director of Content Science & Algorithms & Conor Dowling - Content Analytics Manager, Netflix

  1. 1. Data Science Todd Holloway, Conor Dowling Hollywood +
  2. 2. Netflix in Hollywood
  3. 3. The Evolution of Netflix (and content buying)
  4. 4. Timeline 1999 DVD subscription service starts 2007 Streaming service starts 2012 Netflix adds a studio 2016 Netflix goes global
  5. 5. DVD Service 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global
  6. 6. DVD Service Content Buying: Nonexclusive, and costs are not distributed across users. 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global
  7. 7. Streaming Service 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global
  8. 8. Streaming Service 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global
  9. 9. Streaming Service 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global
  10. 10. Streaming Service 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global Content Buying: Often exclusive, and costs are upfront and shared across users.
  11. 11. Studio 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global Content buying creation: Exclusive, global rights. Creative freedom.
  12. 12. Studio - Series 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global 2012 2013 2014 2015 2016 + 3 more + 2 more + 20 more + 30 or so more
  13. 13. Studio - Docs 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global 2012 2013 +5 more 2014 2015 2016 +5 more +many more
  14. 14. Studio - Films 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global 2015 2016 + 8 or so more ...
  15. 15. Studio - Talk Show 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global 2016
  16. 16. 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global
  17. 17. Global 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global
  18. 18. Global 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global Madagascar
  19. 19. Global 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global In Madagascar on Weds, June 15th... #1 #2 #3
  20. 20. Global 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global In Madagascar on Weds, June 15th... #11
  21. 21. Global 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global Cuba The ‘Stick’
  22. 22. Global - Studio 1999 DVD service 2007 Streaming service 2012 Netflix studio 2016 Netflix goes global
  23. 23. Data Science + Content
  24. 24. Can we use data science to create content? Can a computer write a script that would win a competition? [benjamin.wtf]
  25. 25. Can we use data science to create content?
  26. 26. Can we use data science to create content? Answer: Netflix is not doing this. In fact, it’s the opposite, we want to give create freedom to the creatives.
  27. 27. Can we use data science to help select content? You bet. Ultimately all decisions are made by experienced buyers, but models can provide color.
  28. 28. What makes content valuable?
  29. 29. What makes content valuable to Netflix? ● How many hours viewed? ● How many people finished watching? ● New subscribers added? ● Awards? ● Acclaim? ● Binge worthiness? ● Cult appreciation? (no advertising)
  30. 30. We choose ‘efficient content’. value / cost > 1.0 What makes content valuable to Netflix?
  31. 31. Licensing - Hollywood 600 films and 400 scripted series are made per year in Hollywood. The number of films hasn’t changed too much over time. Major Film Studios
  32. 32. Licensing - Hollywood 400 scripted series are made per year in Hollywood. Scripted series has grown from 200 to 400 since 2009. The quality has gone up during that time as well.
  33. 33. Licensing - International Studios https://stephenfollows.com/how-many-films-are-made-around-the-world/
  34. 34. Licensing - Using Machine Learning Available Titles Demand Features Demand Predictive Model Adjust If efficient, make an offer
  35. 35. Licensing - Using Machine Learning Available Titles Demand Features Demand Predictive Model Adjust If efficient, make an offer E.g. ● Past performance on Netflix (if previously licensed) ● Past performance of similar titles on Netflix ● Broadcast ratings ● Theatre ticket sales ● IMDB scores ● Talent involved ● Reviews ● Awards
  36. 36. Licensing - Using Machine Learning Available Titles Demand Features Demand Predictive Model Adjust If efficient, make an offer
  37. 37. Licensing - Using Machine Learning Available Titles Demand Features Demand Predictive Model Adjust If efficient, make an offer E.g. ● Buyer judgements ● Deal term adjustments
  38. 38. Licensing - Scaling Machine Learning
  39. 39. Curri - Feature & Deployment Management Data
  40. 40. Originals - Where do ideas come from?
  41. 41. Originals - Where do ideas come from?
  42. 42. Originals - Where do ideas come from? 2001 Book optioned before publication Samuel Jackson attached to lead role 2007 Appears on blacklist Christian Bale attached to lead role 2011 Funded $60M Leonardo DiCaprio attached to read role 2014 Filmed at cost of $135M 2016 Wins best director & actor
  43. 43. Originals - Using Machine Learning More difficult problem than licensing ● Less data ● Moving target - ideas and scripts can evolve ● Fungible - execution varies with talent and budget
  44. 44. ‘House of Cards’ script = X Those members also watch: Originals - Script Similarities
  45. 45. Originals - Buying Films
  46. 46. Originals - Buying Series
  47. 47. Originals - Valuing Original Buys
  48. 48. Programming - Historically Demographic-Based
  49. 49. Programming - Something for Everyone
  50. 50. Programming - Something For Everyone
  51. 51. Next Inning... How do we choose the best mix of content globally? Can we identify valuable content earlier? Can we assist the creative process (e.g. talent selection, location selection)?
  52. 52. Thank you We’re hiring in Hollywood! Sr. Data Scientist (https://jobs.netflix.com/jobs/860491) Sr. Data Analyst (https://jobs.netflix.com/jobs/860765) Sr. Design Technologist (https://jobs.netflix.com/jobs/860770) Sr. Data Visualization Engineer (https://jobs.netflix.com/jobs/860564) Sr. Data Engineer (https://jobs.netflix.com/jobs/860711)

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