Pushups — Discovery Patterns

Netflix
Netflix’s recommendation algorithms try to maximize the time you spend on the platform. This is because they make all their money form subscriptions, and the more time you spend on the platform the more value you think that you’re getting. In other words, Netflix doesn’t sell ads — it sells satisfaction. So we can see this in the algorithmic recommendations — every row is engineered to keep you engaged — each user’s layout is different. I even found in my research that Netflix changes the thumbnails for the same title depending on the user. See below how tailored the recommendations are for my family’s account — if you go on your Netflix I am pretty sure you will have much different recommendations.

YouTube

As for YouTube, their discovery system is a mixture of search and algorithm recommendations. People often start with something in mind, such as “How to fix a bike tire” but then quickly fall into an algorithmic spiral of related videos. This is on purpose — YouTube wants to give you what you came for and then keep you on the platform for as long as possible so you watch as many ads as possible. Netflix sells satisfaction, but YouTube sells attention. See the screenshot below — the “up next” side bar is another feature that makes stopping harder than continuing.
Airbnb

Lastly, let’s talk about Airbnb. Their discovery system is very different than Netflix and YouTube. Instead of trying to hook you, it helps you filter down to find exactly what you’re looking for and nothing more. The algorithm still personalizes a little, but their focus is on user conversion, not endless browsing. The only thing they care about is you book. As you can see in the screenshot, you filter what you’re looking for and they give you options.