On Technological Development in Understanding/Reconstructing Media under the Impact of"Media ML":An Analysis of Netflix Matching Clip Algorithm
In the late 2022,Netflix began transitioning and deploying the Netflix Machine Learning Platform(MLP),with the matching clip algorithm as a representative example,leveraging machine learning and computer vision(artificial intelligence technology)to achieve multimodal content understanding.The Netflix MLP is set to be applied across the entire production and distribution process of original series content,empowering personalized content services for its subscribers.This shift signals the transformation of streaming platforms from traditional content production and distribution entities into Media ML infrastructures.Alongside the challenges caused by generative AI,the Netflix MLP introduces a new round of Media ML impact on the creative industries.Different from prompt-based research and assemblage aesthetic characteristics of generative AI,the Media ML represented by Netflix matching clip algorithm extracts features from the data deluge under the influence of scaling law and outputs customized visual experiences to users with clear marketing intentions,thereby enhancing recommendation system efficiency and improving user retention.Looking back at the evolution of matching clip from the period of avant-garde art to the field of computer vision,Netflix matching clip algorithm detoured the constructivist interests,revealing an Algorithmic Culture that seeks to understand and reframe media within the context of Netflix's strategies towards Netflix MLP.
Netflixmedia MLstreaming media strategic transformationalgorithmic culture
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