Netflix may soon start showing users 'different' trailers for same content
is reportedly developing technology that could personalise not only its content recommendations but also the videos themselves. This suggests a future where streaming experiences are individually tailored. Recent patents issued to Netflix indicate the streamer is exploring the creation of customised trailers and interactive movies or shows. These personalised content variations would be based on the information Netflix gathers about its users. One patent, issued in December 2024, specifically describes a method for Netflix to develop different trailers for the same movie, each customised for individual users.
What the company said about the new ways of showing content
In a statement to Business Insider, Netflix said:
"The trailer may highlight movie clips that showcase an actor or actress that the user has shown an interest in, or may highlight certain segments that show the genre or some of the comedic moments of the movie.'
The first patent primarily addresses movie trailers but notes that its core principles could also apply to
'full-length movies, trailers for television shows or full-length television shows, trailers for audio books or full-length audio books, etc.'
Meanwhile, a second patent, which was filed by Netflix in February, outlines a machine learning approach for creating interactive, choose-your-own-adventure-style content.
This method would tailor choices to individual viewers based on their profile data—for instance, presenting a romantic-themed option to someone whose viewing history suggests an interest in that genre.
Netflix previously explored interactive content with titles like Black Mirror: Bandersnatch (2018) and Unbreakable Kimmy Schmidt: Kimmy vs the Reverend (2020). However, interest declined, and all interactive titles were removed from the platform by May.
This recent patent suggests that Netflix may revisit interactive storytelling, now supported by updated technology that could move beyond the earlier fixed decision-tree approach.
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