Eyeball Acquisition

With 195 million subscribers and counting, how do you ensure that each title appeals to as wide a range of potential viewers as possible? the answer lies in creating an optimised - and evolving - experience for every set of eyeballs.

Where data meets design is where the magic happens. Like a Netflix customer, we must be genre-literate, using visual signifiers within each piece of key art to cater to every taste - and mood.

Working in tandem with the studio out in California, we define the thematic routes within each title, extrapolating these into a suit of targeted assets. These are then rigorously audience-tested and refined, with performance data informing future iterations. Netflix's audience has grown 30% worldwide since we've been working together. And while we'd never look to claim all the credit (we're not the Tiger King), we've definitely learned what makes audiences click.