Netflix Denies Misleading Black Users Through Race Profiled Promotional Artworks

Netflix Denies Misleading Black Users Through Race Profiled Promotional Artworks

 

 

Netflix has been accused of ‘misleading’ black users by showing promotional shots of black cast members in films and TV shows – even if they had a minor role

Netflix has denied the allegations, saying ‘we don’t ask members for race, gender or ethnicity so cannot use this information to personalise their individual experience.’

‘The only information we use is a member’s viewing history.’

 

 

 

Netflix points to its very open artwork personalisation practice as the reason for the difference in what people see, based on their view history.

 

In a blog published in 2017, Netflix revealed it was launching artwork personalisation for its films and TV shows.

 

It explained various promotional shots would be created for the shows and films and they would be linked to viewing history.

 

Last year, the site explained how different images may appear for different users

In its statement to Newsbeat, the streaming site said that ‘reports that we look at demographics when personalising artwork are untrue.’

 

It maintained the only information it uses is a person’s viewing history.

 

‘In terms of thumbnails, these do differ and regularly change. This is to ensure the images we show people are useful in deciding which shows to watch.

 

‘We are always trying to learn from our members and looking for ways to improve how we personalise the service over time.’

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