Netflix Takes a Cue From Spotify in Crunching Audience Data for A Christmas Prince

'Who hurt you?'

Headshot of Tim Nudd

Netflix is notoriously protective of its viewership data, but it may have learned a lesson from Spotify when it comes to its creative possibilities—how to turn quirky data points into entertaining content.

Spotify recently rolled out its second holiday campaign featuring outdoor ads that turn actual listening habits, gleaned from its oceans of data, into witty headlines. Last night, Netflix took a similar approach with a viral tweet based around viewing data for the streaming service’s so-bad-it’s-good original move A Christmas Prince.

Here’s the tweet:

The structure is so Spotify-eque. It’s very similar, specifically, to the Justin Bieber billboard that Spotify put up in November 2016. (“Dear person who played ‘Sorry’ 42 times on Valentine’s Day: What did you do?”)

With over 200,000 likes, the Netflix tweet was its third-most-liked tweet of the past month, following this one about 8 Mile and this one about net neutrality.

It’s no surprise that Netflix is curious about who is binge-watching A Christmas Prince. The holiday film—about a New York journalist who heads to Eastern Europe for Christmas to report on a prince who’s about to be crowned king of his country—has been widely planned, though many people have clearly considered it a guilty pleasure.

The subtext of Netflix’s tweet is the bafflement that anyone would watch A Christmas Prince that many times at all, regardless of one’s personal issues. Reaction to the tweet was clearly positive, anyway, though not without its detractors—though Netflix tried to talk them down, too:

@nudd Tim Nudd is a former creative editor of Adweek.