Netflix:
Netflix’s interface is grounded in personalized recommendations to draw individuals in through inspiration on new content to watch. Rows of algorithmically chosen titles keep users scrolling and sampling endlessly. The goal is to keep users watching, so showing them new titles keeps them engaged for extra minutes, which increases retention. For example, the “Because You Watched…” recommendations and autoplay content are designed to minimize friction in consumption.
Youtube:
YouTube caters to purposeful searching as well as random content consumption. Its search bar allows users to search for explicit intentions (“how to french braid” or “Japan in the spring”), and the recommendation engine drives discovery loops. Each video that a user watches contributes to the algorithm’s perception on their preferences and contributes to the next video suggestion. YouTube’s business model relies on time spent watching and ad views, so the algorithm optimizes for users going down rabbit holes that sustain attention.
Airbnb:
Airbnb is very different from the previous two, because the amount of time spent on the platform is not the main focus. Instead, Airbnb wants to optimize users actually booking rentals, experiences, and more. Therefore, it is designed to give users easy access to filters like price, location, amenities and map-based navigation to help users narrow down their top choices down quickly. For Airbnb, engagement time is a cost, not a goal.
