Creativity 50 2013: Ted Sarandos

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Engagement and retention are key success metrics for Netflix, and this year the streaming content provider has received accolades in industry circles from TV and Hollywood to digital media and data for its ability to produce engaging programming that captures audiences. 

The firm’s Chief Content Officer Ted Sarandos and his team have a rich warehouse of data representing refined information on what Netflix customers really like -- what they watch, which scenes they watch again, what genres they prefer.

The company is increasingly infringing on traditional network TV territory, and paving the way for the future of binge TV consumption and highly customized content offerings, and sophisticated algorithms and artificial intelligence are helping Netflix accomplish that.

The firm employed data analysis of its members in its decision to buy the popular dark political drama “House of Cards,” and hopes its new steel-town horror thriller “Hemlock Grove” attracts attention from the same audience. 

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