Netflix is planning to remove its “Match” feature that displays a percentage indicating how compatible a user is with a given TV show or movie. Match feature aims to help users determine what content they might enjoy based on their viewing history and ratings. However, it has proven confusing for many subscribers.
Netflix will focus efforts on expanding its content tagging system, which applies descriptive labels like “irreverent,” “swoonworthy,” and “gritty” to help users select relevant titles. Tags have proven more useful than the “Match” percentage, which will likely be phased out soon.
Netflix’s removal of “Match” follows Netflix’s decision last year to eliminate the “Surprise Me” shuffle feature, which used algorithms to randomly suggest content aligned with user preferences. While Netflix regularly experiments with new ideas, features that confuse members or fail to provide value do not last long.
As streaming competition intensifies, Netflix aims to improve its recommendations system to help subscribers discover content they love. Dropping “Match” seems to indicate that usage statistics and customer feedback have demonstrated this feature misses the mark for most viewers.
Netflix’s human taggers and advanced algorithms will continue working behind the scenes to connect people with their perfect entertainment match even without an exact percentage score.
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