We knew it was coming, and it happened today: Netflix has jettisoned its long-time user rating format based around five stars. The new Netflix rating system is much simpler, with viewers simply giving shows and movies a thumbs-up or thumbs-down rating.
The switch is backed by a mountain of research from Netflix that shows viewers are much more likely to rate content if the ratings system is a simple and intuitive as possible. Cameron Johnston, director of product innovation at Netflix, says the star system used by sites like Amazon is not the way Netflix viewers prefer to rate things. Johnston says of the new system:
“People intuitively understand I’m teaching the system about what my tastes are to get better suggestions in the future,”
Johnston also says that the system switch is partially motivated by a desire to giver viewers less “down time” between shows as they decide on their next pick:
“We want people to not have to spend a lot of time browsing,”
What do you think of Netflix’s new rating system, Insiders?
[via USA Today]