Between Familiarity and Unfamiliarity : Users' Perception and Intention of Watching Netflix Artwork

다국어 초록 (Multilingual Abstract)

Background Personalization service through AI and ML (machine learning) plays a significant role in the success of Netflix. Netflix's personalized recommendation service is not only applied to the content but also to Netflix artworks. The first thing users encounter when choosing content at the OTT service platform is artwork. Users explore and formulate choices with the artwork. The artwork is the first impression to attract users and an important factor affecting the decision what to watch. This study seeks to determine viewer’s perception and intention of watching of Netflix's personalized artwork. We speculatedwondered whether Netflix artwork's personalization replaces the movie poster's image too familiar to attract attention or if it overlooks the anchoring and the primacy effect's benefits.


Methods We hypothesized and surveyed whether there is a difference in viewing intention according to the type of artwork. In addition, we set a hypothesis to see if the more we accept personalized artwork as positive and negative unfamiliarity, the more it affects the viewing intention. We chose Parasite, which is well known to the public and The Devil All the Time as a less well-known content. To answer these hypotheses, we surveyed a total of 152 respondents. The results of the survey were statistically verified through one-way analysis of variance and simple regression.


Results For Parasite , the main poster type's artwork derives users' intention of watching by anchoring effect and primacy effect. On the other hand, personalized artwork produced by converting genres or focusing on supporting actors negatively affected their intention of watching.
Meanwhile, for The Devil All the Time, the main poster was less known to users in Korea. Therefore, there was little anchoring and primacy effect since users did not recognize the main poster as representative images of the movie. In this case, not only the main poster type, but also the artwork with the leading actor's image, and the artwork with the overall atmosphere of the movie can draw the users' intention of watching. In both films, the more the respondents felt the negative unfamiliarity of the artwork that gives them the impression that the movie seems like a formula film, the less intention of watching.


Conclusions It was revealed that personalized artworks do not only attract viewers' positive perceptions and can interfere with the viewer's intention to watch. Based on this, it is expected that the study will help to produce artwork for the OTT service.

참고문헌 (Reference)

1 김진욱, "영화산업에서 빅데이터의 활용방안 연구 - ‘넷플릭스(Netflix)’ 분석기술 중심으로" 한국예술연구소 (25) : 51-64, 2019

2 권형일, "스포츠 스폰서십에서 노출순서와 노출의 시간적 간격에 따른 이미지 전이 효과: 초두효과와 최신효과의 검증" 국민체육진흥공단 한국스포츠정책과학원 30 (30): 318-331, 2019

3 최윤정, "방송 뉴스에서 신(scene)의 순서효과 및 비중효과 검증과 이미지-이슈의 조절기능에 대한 연구:정치인 관련 보도와 수용자 평가를 중심으로" 한국방송학회 22 (22): 365-396, 2008

4 한지훈, "모션 인포그래픽의 미리보기 전략 활용이 기억력 및 이해도에 미치는 영향" 디자인융복합학회(구.한국인포디자인학회) 19 (19): 249-264, 2020

5 최선영, "넷플릭스 미디어 구조와 이용자 경험: 행동경제학 관점에서 본 이용자와의 관계 맺기" 한국방송공사 30 (30): 7-42, 2018

6 Noh, Y., "감성기반 영화 추천 서비스 및 시스템 연구 - 넷플릭스를 중심으로 A Study on Emotional-Based Movie Recommendation Service and System - Focused on Netflix]" 8 (8): 2006-2008, 2018

7 Wallach, O., "World Economic Forum. Which streaming service has the most subscriptions?"

8 Kahneman, D., "Thinking, Fast and Slow" Penguin 2013

9 Son, B., "OTT서비스의 콘텐츠 추천 기능 사용자경험 개선 연구-넷플릭스와 왓챠를 중심으로[A Study on Improving User Experience of Content Recommendation Function of OTT Service -Focusing on Netflix and Watcha Play]" The Korea Contents Society 309-310, 2019

10 정윤경, "N스크린 시대 온라인 비디오 콘텐츠 유통 비즈니스 모델 비교를 위한 넷플릭스(Netflix)와 훌루(Hulu) 연구" 한국콘텐츠학회 14 (14): 30-43, 2014

11 Nielsen Koreanclick, "Nielsen Koreanclick"

12 Lee, H., "Netflix Insight" 21 Century Books 2020

13 The Devil All the Time, "Naver movie information service home"

14 Jacowitz, K. E., "Measures of Anchoring in Estimation Tasks" 21 (21): 1161-1166, 1995

15 Flickinger, B., "Literary Theory from 1900 to 1966" Wiley-Blackwell 2011

16 Jin, J., "Image Humanities" Thousand Year Imagination 2014

17 Lee, D., "Do You Know This Psychological Law?" 21 Century Books 2016

18 Jacoby, L. L., "Becoming Famous Overnight : Limits on the Ability to Avoid Unconscious Influences of the Past" 56 (56): 326-338, 1989

19 Chandrashekar, A., "Artwork Personalization at Netflix"

20 Kim, D., "All Those Film Marketing Money, Where Did Those Go?"