Introduction

Each of the three platforms want to help users find content as easily as possible, but their approach to this varies depending on their business models.

Netflix

Netflix’s search algorithm optimizes for engagement time, meaning they want users to spend less time searching and more time watching. As a result, their search algorithms rely heavily on a user’s past watch history to determine what content they are more likely to watch next, recommending such content first, even in the search feed. This means that two users can search the same thing but return different results based on which content Netflix recommends for that user, which ideally increases user engagement time.

YouTube

YouTube’s search algorithm optimizes for ad inventory, meaning they want to ensure ads are served to their users so they can make more money. As a result, searching for “cooking” returns a related ad for its top result. The home page layout also operates similarly. Since YouTube is free to use for most users, YouTube needs to make space to prioritize ads in order to make their money. It is only in the following results that YouTube shows the user non-ad content.

Airbnb

Airbnb’s search algorithm optimizes for booking conversion, meaning they want to get users to book as quickly as possible. As a result, their search bar features many filtering options from location to dates to what amenities a user would like. By allowing for this deep level of filtering and putting users in control of what results they are shown, users are able to narrow in on places that suit their needs the best, which would ideally result in more people making bookings.