Content Bubbles
Antonio Gómez-Aguilar · Advances in business strategy and competitive advantage book series · 2020
Personalisation has extended to our entire user experience in the digital world. In practical terms, almost all the online services promote us to create a user profile and from there, they offer access to personalised content and/or services. This leads us to the generation of Big Data associated with user profiles which the companies harvest through analytic and predictive algorithms, which they later use to recommend, filter, and provide the content we consume. Having more and more detailed data from user profiles allows for the platforms to detect tendencies in a global public and to create the content that has the greatest chance for success. This chapter examines the massive data management that occurs on platforms that distribute visual content on demand and its impact on content creation. We will focus on Netflix as a paradigm example.