How Netflix’s Recommendation Algorithms Function in Small Markets – The Case of Serbia

Authors

  • Ilija Milosaljević Faculty of Philosophy, University of Niš, Serbia

DOI:

https://doi.org/10.25038/am.v0i28.612

Keywords:

personalization; small markets; algorithmic culture; content adaptation; streaming services; user behavior; regional preferences.

Abstract

This study examines the functionality of Netflix's recommendation algorithms in smaller markets, focusing on Serbia. Through a reverse-engineering experiment involving user profiles with diverse viewing habits, the research highlights the mechanisms of algorithmic personalization and its limitations. The findings reveal that while Netflix algorithms effectively adapt to individual preferences, they rely heavily on global trends and widely consumed content, often struggling with niche or regional preferences. The study further explores how algorithms manipulate user behavior by promoting certain content through tailored visuals and cognitive strategies, and it discusses the challenges of personalization in markets with limited local content.

Author Biography

Ilija Milosaljević, Faculty of Philosophy, University of Niš, Serbia

Ilija Milosavljević was born on May 8, 1992, in Ćuprija, Serbia. He earned his PhD in Communicology at the Faculty of Philosophy, University of Niš, in 2024, where he also obtained a Master’s degree in Communication Studies and a Bachelor’s degree in Journalism. Since 2019, he has been employed as a research assistant, and in 2022, he was promoted to the position of research associate at the same faculty. He is the author of around twenty papers in the fields of media literacy, digital media audiences, and new media. In addition, he works as a contributing journalist for the local television station RTV Kanal M in Paraćin.

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Published

15.04.2025

How to Cite

Milosaljević, I. (2025). How Netflix’s Recommendation Algorithms Function in Small Markets – The Case of Serbia. AM Journal of Art and Media Studies, (36). https://doi.org/10.25038/am.v0i28.612

Issue

No. 36 (2025): Issue No. 36, April 2025 – Main Topic: Critical Theory, Media, and Education in the Era of Artificial Intelligence

Section

MAIN TOPIC: Critical Theory, Media, and Education in the Era of Artificial Intelligence

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