Ever wonder how Netflix serves a great streaming experience with high-quality video and minimal playback interruptions? Thank the team of engineers and data scientists who constantly A/B test their innovations to our adaptive streaming and content delivery network algorithms. What about more obvious changes, such as the complete redesign of our UI layout or our new personalized homepage? Yes, all thoroughly A/B tested.

In fact, every product change Netflix considers goes through a rigorous A/B testing process before becoming the default user experience. Major redesigns like the ones above greatly improve our service by allowing members to find the content they want to watch faster. However, they are too risky to roll out without extensive A/B testing, which enables us to prove that the new experience is preferred over the old. And if you ever wonder whether we really set out to test everything possible, consider that even the images associated with many titles are A/B tested, sometimes resulting in 20% to 30% more viewing for that title!

Read more: https://netflixtechblog.com/its-all-a-bout-testing-the-netflix-experimentation-platform-4e1ca458c15