Does Netflix/Apple/Amazon etc do user testing as they cut trailers? I am convinced Netflix trailers drive down their viewership. I have watched a ton of trailers and have gotten upset that the entire plot and movie was summarized in the trailer, making watching the movie pointless. Can anyone shed any light on how these streaming companies approach their trailer strategies and what the data points to? #tech #netflix #apple #amazon #entertainment
They are produced in the same fashion, by the same creative agencies, with the same testing. Or lack thereof.
I haven't worked for Netflix but I've worked for a few of their competitors, and my educated guess would be that at the moment nobody is regularly A/B testing trailers. Some companies A/B test cover art images, but that's a lot easier to do because producing alternate cover art is very cheap compared to producing multiple trailers.
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Is that different from normal non streaming movie trailers? This has been a huge complaint before streaming was even a thing
Fair, maybe they’ve gone even farther downhill. I guess I was more curious about the data part. We haven’t had the ability to test that much and streaming services like Netflix offer an immediate ability to test out narrative structures in trailers and see if they motivate people to give viewing a shot. I know Netflix in particular has a “quantity over quality” approach and it has backfired. With that content strategy, I doubt they’d give af about testing the trailers anyway.