Öz
Artificial intelligence technologies started to influence consumer behaviours and create new consumption habits. Therefore, new concepts have emerged in the field of communication.
Hyper-personalisation is one of these new concepts. Hyper-personalisation is a new concept developed based on artificial intelligence towards influencing consumer habits and
tendencies at “one-to-one” contact points. The purpose of this study is to investigate hyperpersonalisation as a new phenomenon of online video streaming websites. The attempts
of hyper-personalisation content on influencing and direction online watching practices are investigated over Netflix example. A literature review is applied in this study and various
theoretical discussions are included. In this study reveals that Hyper-personalisation content is a determinative tool to direct consumer behaviours and watching habits and predicted
individualisation in watching the culture of cinema art.