Netflix reels in viewers with three-word hooks
One of the reasons the streaming giant’s engagement is so high is that it deploys tools to coax a viewer to watch. Executives know they have less than a minute to work.
Grey’s Anatomy is “soapy” and “emotional”. Emily in Paris is “campy” and “quirky”. Our Planet II is “relaxing” and “captivating”, while Gravity is “suspenseful” and “visually striking”.
Words such as these, displayed near the synopsis and movie poster-style tile for each one of the thousands of titles on Netflix, appear to be scooped out of a grab bag. In fact, they are a critical tool to induce viewers to hit play, and a key to Netflix’s dominance.
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