The Long Tail Is Only As Good As The Recommendation System

from the that's-how-it's-supposed-to-work dept

It's been amusing to watch folks like Andrew Orlowski continue to misinterpret Chris Anderson's slight admission that things in "the long tail" aren't exactly they way he'd predicted them to be. Of course, Orlowski entirely misses the point by assuming incorrectly (as many others have done) that the discussion of the long tail meant the death of "the blockbuster." That's not at all true. The idea of the long tail was that it both enabled more content to be produced by opening up more shelf space and then made it easier to find that content.

But, the fact remains that the finding of that content is entirely dependent on the filtering and recommendation systems, which is highlighted in the recent NY Times piece by Clive Thompson about attempts to improve Netflix's recommendation engine (and, yes, this is the second post I've written on that article, but this is discussing an entirely different issue than the first, so it seemed worthwhile). In the article, Thompson notes:
Cinematch has, in fact, become a video-store roboclerk: its suggestions now drive a surprising 60 percent of Netflix’s rentals. It also often steers a customer’s attention away from big-grossing hits toward smaller, independent movies. Traditional video stores depend on hits; just-out-of-the-theaters blockbusters account for 80 percent of what they rent. At Netflix, by contrast, 70 percent of what it sends out is from the backlist — older movies or small, independent ones. A good recommendation system, in other words, does not merely help people find new stuff. As Netflix has discovered, it also spurs them to consume more stuff.
Basically, that entire paragraph explains the issue. A good recommendation system does two things: it gets people to consumer more -- and it introduces them to stuff they might not have heard about otherwise. But, that second part is not necessarily the same as the first part. Many people assumed, incorrectly, that the greatness of such "long tail filters" was that it would drive people to consumer more down the tail -- but as Netflix is seeing, the good recommendation engine drives people to consume more content in both the head and the tail.

And, when you think about it, that makes an awful lot of sense. Popular stuff often is popular for a reason. While some may disagree, things are often popular because they really do appeal to a lot of people, so it should be no surprise that a good recommendation system would increase consumption in the head: it's accurately noting that an awful lot of people will like that content. But that doesn't exclude promoting some of the content from the tail. Since the recommendation system is driving more consumption overall, it's "lifting all boats" as they say, even if (as is likely) it lifts the boats in the head more than in the tail. In the past, that content in the tail wouldn't get any business at all, but these days it can at least make some money, if not a huge amount.

So, no the concept of the long tail is hardly dead or even in trouble (or, as Orlowski notes, downgraded). Instead, it's just being understood better.
Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team

Filed Under: big head, long tail, recommendations


Reader Comments

Subscribe: RSS

View by: Thread


  1. identicon
    Anonymous Coward, 29 Nov 2008 @ 1:44pm

    Maznick entirely misses the point by assuming incorrectly (as only he can) that when others discus the long tail they also assume the death of "the blockbuster".
    That's not at all true.
    But it does mean that reading Maznick's articles always leaves you feeling you've just wasted 5 minutes of your life.

Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Remember name/email/url (set a cookie)

Follow Techdirt
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Chat

Warning: include(/home/beta6/deploy/itasca_20201215-3691-c395/includes/right_column/rc_promo_discord_chat.inc): failed to open stream: No such file or directory in /home/beta6/deploy/itasca_20201215-3691-c395/includes/right_column/rc_module_promo.inc on line 8

Warning: include(): Failed opening '/home/beta6/deploy/itasca_20201215-3691-c395/includes/right_column/rc_promo_discord_chat.inc' for inclusion (include_path='.:/usr/share/pear:/home/beta6/deploy/itasca_20201215-3691-c395:/home/beta6/deploy/itasca_20201215-3691-c395/..') in /home/beta6/deploy/itasca_20201215-3691-c395/includes/right_column/rc_module_promo.inc on line 8
Recent Stories
.

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it
Close

Email This

This feature is only available to registered users. Register or sign in to use it.