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موضوع به انگلیسی:Impacts of Binge-Watching on
Netflix during the
COVID-19 pandemic
بخشی از متن:Abstract
Purpose – The purpose of the study is to dive into various binge-watching habits of Netflix users amidst the
COVID-19 pandemic. Consumers find themselves amidst the COVID-19 lockdown with more free time to
indulge in these viewing habits. This study investigates motivational factors, amount of media consumption
and negative attributes associated with binge-watching on Netflix during the COVID-19 outbreak.
Design/methodology/approach – This study has employed an exploratory research design and obtained
primary data via an online survey using a semistructured questionnaire. Convenience sampling has been used
to choose a sample (n 5 105) of Netflix binge-watchers during the COVID-19 pandemic. Both sample selection
and survey administration have been done through social media messaging services owing to the COVID-19
lockdown measures.
Findings – The results indicate that most of the respondents use smartphones for binge-watching on Netflix.
Moreover, they have expressed that a wide range of shows available on Netflix incline them to engage in
marathon viewing. However, the respondents spend just over 70 h per month binge-watching on Netflix.
Finally, the majority of respondents have flagged “one more episode” syndrome as the most challenging aspect
of being marathon viewers on Netflix during the COVID-19 pandemic.
Originality/value – This is one of the few papers to exclusively focus on the impacts of binge-watching on
Netflix during the COVID-19 pandemic. The findings will originate the value with novelty and important
implications to the Netflix consumers, telecom service providers and payment gateways.
Keywords Binge-watching, Consumption, COVID-19 pandemic, Digital media, Lockdown, Marketing,
Marathon viewing, Netflix, Streaming
Paper type Research pape
