Taste clusters (or communities) are what TV rating and advertising demographic data have become in the age of streaming. And they’re used by SVODs (Streaming Video On Demand) worldwide.
Clusters segment the audience. They’re created from our viewing history data and used to predict what we’ll watch in the future. Most of us will fall into several taste clusters. Clusters are also different to consumer personas, or psychographics. For example, 'Tahir is a dedicated family man who wants to watch escapism with his wife once the kids are in bed.' Which just don’t allow for humans being unpredictable.
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