Netflix Wants to Tailor Trailers and Shows to Your Tastes, Literally

From Joburg to Hollywood: The Future of Personalised Viewing is Here

Scrolling endlessly through Netflix could soon be a thing of the past. The streaming giant is developing AI-driven technology that doesn’t just recommend shows — it wants to personalise what you actually see, including trailers and even storylines.

For viewers in Johannesburg, where the weekly dilemma of “What should we watch tonight?” is all too real, this innovation could shake up how we discover content, one custom clip at a time.

Made For You, Starring your Faves

Netflix recently filed patents for tech that creates personalised trailers based on what you already love. The system could analyse your viewing history — say, your obsession with romantic comedies or thrillers — and serve you a teaser that highlights those specific themes.

So if you’ve been binge-watching Bridgerton or Money Heist, don’t be surprised if your trailer for an upcoming movie spotlights the romance or action first, with your favourite actor front and centre. Someone else watching the same film’s preview might get a totally different version, cut to highlight laughs or sci-fi vibes instead.

In other words: it’s not just a trailer — it’s your trailer.

Interactive Viewing Makes a Comeback

The patents don’t stop at trailers. Netflix is also exploring dynamic, choose-your-own-adventure-style shows powered by machine learning. Think Black Mirror: Bandersnatch 2.0 — but tailored to your preferences.

Love drama with a romantic arc? You might be nudged toward scenes where characters follow their hearts. Prefer suspense? Your version of the story could take a darker, more twisted path. The choices would adapt in real time, shaped by what Netflix already knows about your taste.

Though the original batch of interactive titles quietly disappeared from the platform in May, this new approach could breathe fresh life into the genre. With more nuanced tech, Netflix might finally crack the code for making interactive entertainment mainstream.

Why it Matters for South African Viewers

South Africa is part of a rapidly growing streaming market, with Netflix having invested in local originals and expanding its presence in Mzansi. But with the sheer volume of global content on offer, local viewers often face content fatigue — too much choice, not enough time.

Personalised trailers could help narrow that gap, making it easier to find something you’ll actually enjoy. It also gives international content a better shot at landing with South African audiences by packaging it in a way that resonates culturally and emotionally.

For Joburgers juggling school runs, work stress, and weekend family nights, anything that cuts through the clutter is a welcome change.

Tech Meets Taste: A New Kind of Storytelling

Bryn Mooser, founder of AI studio Asteria, says using AI to customise trailers and recommendations is a natural evolution for Netflix, which has always focused on making its user experience smoother. He’s not alone. Social media buzz shows a mix of curiosity and excitement — with some users comparing it to cinematic video games like Death Stranding or Detroit: Become Human.

Phil Petitpont from Moments Lab suggests this kind of storytelling could spark social media virality. “People love sharing unique experiences. If every trailer is different, it turns passive watching into something people talk about,” he explained.

More Than Just Flashy Tech

Beyond viewer experience, this move could also bolster Netflix’s advertising model. The more time you spend watching, the more value the platform generates — especially with its push into ad-supported plans. The company is also testing live events and podcasts, signalling that content personalisation could stretch well beyond films and TV.

In May, Netflix rolled out homepage changes to improve discovery, including mood-based suggestions and a new AI-powered search tool — all part of the bigger plan to keep you engaged.

The Big Picture: Is This the Future of Streaming?

It’s not hard to imagine where this is going. One day, a friend in Cape Town might recommend a show, and when you watch it, it opens with an entirely different tone and focus — because it’s been edited to your personal tastes.

That could change how we talk about movies and TV altogether. Instead of just “Did you like it?”, conversations might shift to “What version did you get?”

And in a world where time is scarce and attention spans are shorter than ever, maybe that’s exactly the kind of evolution streaming needs.

Source:Business Insider 

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