Netflix Adds 'Double Thumbs Up' Feature To Hone Content Recommendations

In an effort to better address viewer demands for content curation, Netflix has introduced “Double Thumbs Up” — an additional way for members to indicate which types of content they prefer.

The option is now next to the “Thumbs Up” and “Thumbs Down” buttons for Netflix users across TVs, Android and iOS mobile devices and the web.

Netflix uses the thumbs up/down system to supplement the shows-watched data it uses to drive personalized recommendations associated with user profiles.

Users have complained that the thumbs up/down system — which replaced a five-star ratings system about five years ago — does not allow for registering their strongest content preferences.

"Our current Thumbs Up and Thumbs Down buttons are a good way for you to tell us how you feel about a series or film, and in return, you get a profile that’s better personalized to your taste," Christine Doig-Cardet, director of product innovation for Netflix, wrote in a blog post. “However, we’ve learned over time that these feelings can go beyond a simple like or dislike. Providing an additional way to tell us when you’re really into something means a profile with recommendations that better reflect what you enjoy."

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