Custom thumbnails: The changing face of personalisation strategies on Netflix
Custom thumbnails: The changing face of personalisation strategies on Netflix
复制标题
自定义缩略图：Netflix 个性化策略的变化
DOI：
10.1177/13548565211064520
复制
发表时间：
2022
期刊：
影响因子：
--
通讯作者：
Oliver Eklund
中科院分区：
文献类型：
--
作者：
Oliver Eklund
缩略图是用于在视频点播平台上对用户界面进行视觉分类的小型艺术品，它是为著名的订阅视频点播平台Netflix上的用户个性化和定制的。这种定制化的内容策略福尔斯与Netflix过去的其他内容策略保持一致，反映了数字发行时代消费者体验的个性化。Netflix用户缩略图的试点调查收集了Netflix上缩略图个性化广度的初始数据集，并反映了缩略图（被理解为副文本）可以向用户展示不同内容吸引力的方式，拓宽了理解电影和电视文本和平台本身的可用方式。这项研究将缩略图作为一种副文本，构建了对内容和更广泛平台的理解，并在此过程中使算法文化的一个重要方面可视化和人性化。
Thumbnails, the small artworks used to visually sort the user interface on Video-on-demand platforms, are personalised and customised for users on prominent Subscription Video-On-Demand platform Netflix. This content strategy of customisation falls in line with other content strategies from Netflix’s past and is reflective of the increased personalisation of the consumer experience in the age of digital distribution. A pilot survey of Netflix user thumbnails gathers an initial set of data on the breadth of thumbnail personalisation on Netflix, and reflects on the ways that thumbnails, understood as paratexts, can demonstrate divergent content appeals to users, broadening the available ways to understand film and television texts and platforms themselves. This research centres the role of the thumbnail as a paratext that frames understanding of content and the broader platform, and in doing so visualises and humanises a vital aspect of algorithmic culture.