Abstract
PurposeThe 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/approachThis 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 = 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.FindingsThe 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/valueThis 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.
Highlights
It is no secret that Netflix, Inc. is the champion in the online streaming revolution
Amidst a global pandemic such as the COVID-19 outbreak, Netflix brings relief to consumers stuck indoors due to the lockdown and the quarantine period spent at home
Regulating digital media consumption is of utmost importance
Summary
It is no secret that Netflix, Inc. is the champion in the online streaming revolution. Its streaming platform allows users to watch ad-free content anytime and anywhere over the Internet. Received 27 May 2021 Revised 8 July 2021. © Kazi Turin Rahman and Md. Zahir Uddin Arif. Published in South Asian Journal of Marketing. The full terms of this licence may be seen at http://creativecommons. The full terms of this licence may be seen at http://creativecommons. org/licences/by/4.0/legalcode
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