Netflix
The Netflix search model is similar to that of the Amazon checkout process. I think it’s interesting how when you search for an exact title, it’s in the same grid layout and the same size and shape as similar movies. I like to view it as a funnel where the option you want is really leading you to hundreds of other options. I believe their goal is to all make you feel like there is more to watch.
YouTube
I think YouTube is interesting because it’s in the same realm of service as Netflix, but differs in tactics and strategy in order to retain your attention. Since YouTube is comprised mainly of shorter videos, their goal isn’t to give you many options to watch, but instead give you the exact video you want. They are banking on the fact that watching one video will lead to you watching another, then another, and so on. This differs from Netflix where you already know there is millions of hours of content on YouTube, but the next video is the exact video that you want to watch next.
Airbnb
While YouTube and Netflix are focused on quantity, Airbnb is focused on quality. They aren’t trying to push the most expensive option on you because they know people travel with different budgets. They want to make sure that only the right options are shown to a user because they are selling convenience. Through the filter system, Airbnb allows customers to spend less time on their site, which reduces the stress they feel of trying to find a room to stay in a foreign place. For them, it’s about getting customers off the site as quickly as possible.
