Even more important, as it turned out: Netflix could collect vast amounts of data on every subscriber—what genres, actors, and directors they like, what scenes they replay or skip, and countless other data points. It used all that data to design a powerful algorithm, presenting popular shows such as Orange Is the New Black and Arrested Development to users based on the tastes their viewing habits revealed. That data also guided the streamer’s original content spend, including the famous $100 million bet it made to green-light two seasons of David Fincher’s House of Cards in 2013, sight unseen. And many have speculated that Netflix’s vast trove of data informs certain narrative habits on its shows (cliff-hangers to encourage bingeing, for example, and frequent restating of plot points to engage viewers distracted by their phones). Until they had their own streaming platforms, HBO and other channels reaching subscribers through a cable company had none of that data.
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