Youtube Overview
Youtube helps people find content by allowing them to search with a recommendation algorithm that can prioritize content that users are subscribed to, as well as content that is similar to what the user watches. Regardless of these recommendations, the primary discovery feature is the search where you can find exactly what you are looking for. This matches their need for ad inventory since allowing users to get what they are looking for immediately, with adjacent content to keep them interested and engaged, helps maximize watching time and therefore ad-watching time.
Netflix Overview
Netflix follows a recommendation-heavy system that recommends films based on your viewing history as well as other data points it has in regards to the kinds of shows/films you may be interested in. This is makes sense in regards to the metric they are trying to maximize being engagement time. Netflix does not want people to cancel their subscriptions meaning that they need to maintain a interesting and engaging list of media recommendations for users– one that is ever-changing and doesn’t feel like they can get-through to cancel their subscription. This makes me think of even non-personalized recommendations like the “Top 10 today” that may make users feel like they are missing out on a bigger cultural connection if they cancel.
Airbnb Overview
Airbnb allows people to discover by having filter-heavy browsing. This makes sense given Airbnb’s want to have a high booking conversion rate. By allowing people to filter heavily for airbnb options, they increase the ease in which users can find adequate and budget appropriate rentals, increasing booking conversions. Here, airbnb need not be super interesting or social, but rather pragmatic, reliable, and convenient.
Final Thoughts
I think the difference between Youtube and Netflix vs Airbnb here is super interesting. Where Youtube and Netflix feel like they can come up with more playful features, airbnb’s filter heavy approach feels far more mechanical and no-nonsense. Understanding where more playful vs old-school mechanisms for discovery is interesting on a company by company basis and even goes to show the psychology of users who are going to a platform to explore media (perhaps looking to be inspired), as opposed to users going to book a hotel or flight (perhaps stressed and uneasy). Understanding how to cater design processes to both these groups is super interesting.
