Why Doesn't Netflix Have a User Rating System for Shows and Movies?

Netflix, the global streaming giant, initially had a user rating system that allowed viewers to rate titles on a scale of one to five stars. However, in 2017, the platform made a notable change by switching to a simpler thumbs-up/thumbs-down rating system. This shift was driven by several factors that aim to enhance user experience and improve content recommendations.

Simplification for Better User Experience

The primary reason for this change was the simplification of the rating process. The thumbs-up/thumbs-down system is designed to be quicker and more user-friendly, leading to an increase in rating frequency. This, in turn, provides better feedback and more interaction data for Netflix's recommendation algorithms to work with. According to a study on this change, the frequency of ratings increased by 200%, which is a significant improvement in user engagement.

Reducing Noise and Improving Accuracy

A five-star rating system can sometimes lead to a wide range of scores, making it difficult to accurately reflect the general consensus. In contrast, the thumbs-up/thumbs-down system provides a clearer indication of whether viewers liked or disliked a title. This simplification helps to reduce the noise associated with individual opinions, leading to a more accurate representation of viewer preferences.

Algorithm Improvements

Netflix relies heavily on user interaction data for its recommendation algorithms. A simpler rating system can streamline the data collection process and improve the algorithm's effectiveness in suggesting content that viewers will enjoy. This data is crucial for Netflix to understand what viewers are looking for and to curate content that meets these needs more precisely.

Focus on Engagement Metrics

Netflix is more focused on viewer engagement metrics such as watch time and session length rather than just how users rate content. This approach provides a more comprehensive view of a title's popularity and appeal. While ratings can give insights into viewers' opinions, these metrics offer a clearer picture of how viewers are engaging with the content. This shift in focus reflects Netflix's strategy to prioritize viewer retention and satisfaction over arbitrary numerical ratings.

Past Abuses and Concerns

However, the move to a simpler rating system also came with valid concerns. In some cases, users abused the rating system to push content onto others and bury good movies. This led to distorted ratings, particularly in regions with different viewing preferences. For example, UK viewers might give high ratings to boring movies simply because they are used to slower plot developments, while American viewers, who may have different preferences, might be overwhelmed by such content.

Netflix recognized these issues and decided to move towards a more intuitive approach. The thumbs-up/thumbs-down system not only increases rating frequency but also enhances personalization with the addition of a "percent match" number. This feature provides viewers with a clearer understanding of how much a movie aligns with their preferences, further improving the overall user experience.

Conclusion

In conclusion, Netflix's decision to remove the user rating system and introduce a simpler thumbs-up/thumbs-down system was a strategic move aimed at enhancing user experience and improving content recommendations. While there were initial concerns about the loss of detailed ratings, the data from these changes suggest that the simpler system has led to more accurate and personalized recommendations, aligning better with viewer preferences.

References:

Why did Netflix get rid of star ratings? (Provided by an internal Netflix article for reference)