UX #4: How Netflix “stole” Tiktok’s UX strategy
How Netflix “stole” Tiktok’s UX strategy. Netflix is the MASTER of Jacob’s Law in UX. Jakob’s Law states that users spend most of their time on other people’s websites and apps. So it becomes crucial to compete for user attention not only from direct competitors, but also indirect ones.
During the pandemic, Netflix noticed how users who previously binge watched Netflix content were now spending hours doomscrolling on Tiktok. Netflix also studied the phenomenon of channel surfing among more mature audiences who still subscribed to cable TV.
The result? In 2021, Netflix launched their “Play something” feature. It gave viewers the ability to “channel surf” through Netflix listings, combining habits Netflix had observed from both Tiktok and cable TV. While the feature flopped and was removed from the platform, I love how Netflix continues to beta test new ways of doing things, constantly optimizing the viewer experience.
My name is Samaya and I’m your UX woman. Follow our Substack to get UX design challenges delivered to your inbox! I like to spill the tea from my 10-year career in UX, working for brand names like Hulu, Marvel, Meta and more. Follow UX Woman for more UX design psychology. We’re creating a 100-day series on famous UX designs from big brands and why they work.
We offer UX courses for women breaking into tech. Don’t be a stranger! Book a 20-minute call with us to see if we could be the right fit for you in terms of UX career coaching. Our 7-Month UX Design Accelerator covers:
2 months of UX research and business strategy curriculum
2 months of UX design and design systems curriculum
3 additional months of 1-on-1 UX career coaching for the job search (writing UX resumes and a clear LinkedIn profile, building a UX portfolio with 3-5 case studies, UX interview prep).
After that, we provide group coaching for life, held every 2 weeks to hold you accountable during your UX job search so that you don’t lose momentum.