Netflix presents “Two Thumbs Up” user content ratings.

Netflix will allow customers to express a deeper love for the TV shows or movies they like – not exactly – with the release of a new rating option: two thumbs up.

According to Netflix, the new feature will give the streamer a valuable message in the preferences of users that will allow him to further improve the content suggestions. The company says it’s a happy coincidence that the name is heard back on the “two thumbs up” trademark of approval by renowned duo of critics Jean Siskel and Roger Ebert.

It’s the biggest change for Netflix users’ content ratings in the last five years, when streamer discontinued the five-star thumb-up rating system, saying the binary options provided a more reliable dataset based on recommendations. The new “two thumbs up” option will appear next to the thumbs up and down buttons on all platforms, including connected TVs, web and Android and iOS mobile devices from Monday and will be available worldwide throughout the week.

“We’ve heard from members that there is a difference between something they liked – and something they really liked,” said Christine Doig-Cardet, director of product innovation at Netflix. “We give them more control and power over what is presented to them.”

A single thumb still lets Netflix know what subscribers liked, but two thumbs up will be a stronger signal to power the content recommendation algorithm. For example, if you show two thumbs up in “Bridgerton”, you may see even more shows or movies starring the cast of the series or other Shonda Rhimes Shondaland titles.

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Initially, when Netflix began exploring the introduction of a “love” button, the team used a heart icon. “We thought giving a heart for love would be the most obvious metaphor,” said Doig-Cardet. However, many test members said they expected to see a “two thumbs up” option, so that followed Netflix (nodding to Siskel & Ebert a bonus).

In 2017, after Netflix was released from the five-star rating scale, it saw higher loyalty rates from customers with thumbs up. But since then, members “have felt that these two options were not enough,” according to Doig-Cardet. The three options “achieve the right balance of simplicity by giving enough range of emotions.”

Right now, Netflix is ​​not waiting to enter a “two thumbs down” rating. The current single thumb down is not widely used, so Netflix does not see much growth in two thumbs down.

If people do not like a show, they generally just stop watching it, Doig-Cardet said. Netflix also allows users to remove TV series from the continuous viewing queue (indication that they did not like it). Additionally, you can completely hide titles from Netflix menus and suggestions if you choose.

Netflix conducted global “two thumbs up” tests in the second half of 2021, followed by several rounds of interviews and research. He saw a significant increase in usage as many members returned to titles they had previously watched to give them a double thumb. Overall, Doig-Cardet said, the perception among test group members was that the recommendations were improving.

Doig-Cardet participated in the test, during which it gave two thumbs up to titles, including the Netflix limited series “The Queen’s Gambit”. Did it improve its recommendations? “Maybe I know too much to perceive any change,” he said with a laugh.

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