Custom thumbnails: The changing face of personalisation strategies on Netflix

Thumbnails, the small artworks used to visually sort user interface on Video-on-demand platforms, are personalised and customised for users prominent Subscription Video-On-Demand platform Netflix. This content strategy of customisation falls in line with other strategies from Netflix’s past is reflective increased personalisation consumer experience age digital distribution. A pilot survey Netflix thumbnails gathers an initial set data breadth thumbnail Netflix, reflects ways that thumbnails, understood as paratexts, can demonstrate divergent appeals users, broadening available understand film television texts platforms themselves. research centres role a paratext frames understanding broader platform, doing so visualises humanises vital aspect algorithmic culture.