Netflix or Amazon Prime: Who Uses AI and Machine Learning Better?

Companies are going big on AI and ML as it improves the customer experience.

In recent years, people have grown fonder of online streaming services. Big names Netflix and Amazon Prime Video are known for providing high-quality content with endless options. Netflix is globally popular for its services and lots of people find Amazon Prime Video compelling because of their strong relationship with Amazon. But now, the competition is higher than ever before and sticking to high-quality programming is not enough to keep users subscribed. That's why these companies use AI and machine learning to serve more relevant and intuitive recommendations to audiences. It also helps service providers to offer the best customer experience and stay on top of the competition. But the real question is who makes better use of these advanced technologies?

Personalization of Web Show/Movie Recommendations

Netflix has been using artificial intelligence to power content-recommendation for years. Using the watching history of other users sharing similar interests helps Netflix to suggest what you may be most interested in watching next so that you stay engaged and continue your monthly subscription for more. The recommendation system of Netflix works on an algorithm that learns as the data get collected. But the key factor that increases the relevancy of these recommendations is AI and machine learning. Therefore, the more time you spend on Netflix, the more relevant shows and movies will be recommended.

Whereas, Amazon Prime Video uses cutting-edge approaches such as graph convolutional networks (GCNs) to connect information about their videos and users from a variety of information sources, acquiring and processing data sets on a scale. It allows Amazon Prime to find their user's niche interests and recommend content accordingly.

Amazon X-Ray and Image Recognition

Have you ever been in a situation where you are watching a certain movie or a show and feel like you have seen that actor/actress before? To keep you away from putting pressure on your mind thinking about where you have seen that face, Amazon Prime Video's feature Amazon X-ray comes in handy. It is an image recognition service where the platform uses Amazon Recognition API for an image video analysis. It runs on top of the video to detect and recognize faces in the video. Once the recognition is complete, it then ties it back to IMDB.

Importance of Data Science and Deep Learning

Data Science and deep learning play a crucial role for online streaming service providers as they help to bring more users and the existing ones happy. Ever wondered how Netflix or Amazon Prime Video knows exactly what you want? All thanks to data science, which helps companies to get a more realistic picture of their user's taste in the form of graphs and charts that requires multiple inputs.

Use of  Big Data in Netflix and Amazon Prime Video

When millions of users watch content on both Netflix and Amazon Prime Video. That means data in bulk amount coming to the organization that has to be stored and analyzed. The online streaming service provider utilizes various types of data, ratings from users, social media information, search terms, etc. Furthermore, to manage that information, Netflix has fully migrated to AWS cloud, and here are the main technologies that the company uses to deal with large chunks of data. On the other hand, Amazon Prime Video uses Amazon Simple Storage Service (Amazon S3) to store data for better scalability, availability, and performance.

In Conclusion, both Netflix and Amazon Prime Video are making great use of AI and machine learning as play a critical role in not just deciding the functioning of Netflix or Amazon Prime Video but also brings new opportunities to grow.