House of Cards, Breaking Bad and binge viewing pull audiences online

We know that subscription video on demand (SVOD) is big business, but so many of the facts and figures are hazy. Netflix and Amazon reveal so little about their audience data – unsurprisingly, as big data is power in this world. Netflix’s audience insights have led to confident and successful series launches, such as House of Cards and Orange is the New Black, where full series commissions were made from the outset, without a pilot. Similarly, audience insights were used by Netflix to target market House of Cards to its subscribers via 10 different trailer cuts, depending on your past viewing habits on the platform. For example, people watching Bridesmaids or The Heat saw trailers featuring the show’s female leads. Kevin Spacey fans were shown trailers focussing on him, while cinephiles had a version highlighting director David Fincher’shttp://www.asi.eu.com/2014/08/20/house-of-cards-breaking-bad-and-binge-viewing-pull-audiences-online/