在Netflix的决策

Martin Tingley with Wenjing Zheng, Simon Ejdemyr, Stephanie Lane, and Colin McFarland

马丁-丁利 与 郑文静, Simon Ejdemyr, 斯蒂芬妮-莱恩, 和 科林-麦克法兰

This introduction is the first in a multi-part series on how Netflix uses A/B tests to make decisions that continuously improve our products, so we can deliver more joy and satisfaction to our members. Subsequent posts will cover the basic statistical concepts underpinning A/B tests, the role of experimentation across Netflix, how Netflix has invested in infrastructure to support and scale experimentation, and the importance of the culture of experimentation within Netflix.

这篇介绍是一个多部分系列的第一篇，介绍Netflix如何使用A/B测试来做出决策，不断改进我们的产品，从而为我们的会员提供更多的快乐和满足。随后的文章将介绍支撑A/B测试的基本统计概念，实验在Netflix中的作用，Netflix如何投资基础设施以支持和扩展实验，以及Netflix内部实验文化的重要性。

Netflix was created with the idea of putting consumer choice and control at the center of the entertainment experience, and as a company we continuously evolve our product offerings to improve on that value proposition. For example, the Netflix UI has undergone a complete transformation over the last decade. Back in 2010, the UI was static, with limited navigation options and a presentation inspired by displays at a video rental store. Now, the UI is immersive and video-forward, the navigation options richer but less obtrusive, and the box art presentation takes greater advantage of the digital experience.

创建Netflix的理念是将消费者的选择和控制置于娱乐体验的中心，作为一家公司，我们不断发展我们的产品，以改善这一价值主张。例如，Netflix的用户界面在过去十年中经历了彻底的转变。早在2010年，用户界面是静态的，只有有限的导航选项和受视频租赁店显示屏启发的演示。现在，用户界面是身临其境的，而且是以视频为导向的，导航选项更丰富，但不那么碍眼，而包装盒上的图案也更多地利用了数字体验的优势。

Figure 1: The Netflix TVUI in 2010 (top) and in 2020 (bottom).

图1：2010年（顶部）和2020年（底部）的Netflix TVUI。

Transitioning from that 2010 experience to what we have today required Netflix to make countless decisions. What’s the right balance between a large display area for a single title vs showing more titles? Are videos better than static images? How do we deliver a seamless video-forward experience on constrained networks? How do we select which titles to show? Where do ...