Finding a good movie is generally a hit or miss proposition, Reed Hastings, chief executive of Netflix, explained on Monday.
That’s a problem for Mr Hastings, whose billion dollar mail order movies rental business hinges on subscribers being progressively happier about what they watch next or risk dumping the service.
Netflix, which discovered early on that movies that were recommended generally pleased customers more than even new releases, spent a decade struggling to take the guesswork out of what to watch next and were unable to boost accuracy by 10 per cent.
Mr Hastings turned that challenge — telling customers what they want before they want it –- into a million dollar global challenge.
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