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 = 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
Citation
Rahman, K.T. and Arif, M.Z.U. (2021), "Impacts of Binge-Watching on Netflix during the COVID-19 pandemic", South Asian Journal of Marketing, Vol. 2 No. 1, pp. 97-112. https://doi.org/10.1108/SAJM-05-2021-0070
Publisher
:Emerald Publishing Limited
Copyright © 2021, Kazi Turin Rahman and Md. Zahir Uddin Arif
License
Published in South Asian Journal of Marketing. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
Introduction
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. Its content library includes television shows, documentaries and feature films covering a wide range of genres and languages. As of now, Netflix has over 208m paid subscribers worldwide, 74m of whom are in the USA (Netflix, Inc., 2021). Such unlimited access to digital content has given rise to a growing trend known as “binge-watching”; the consumption of multiple episodes of a show in one sitting. For instance, Nielson has reported that 361,000 Netflix subscribers have seen all nine episodes of Stranger Things season 2 in one sitting within 24 h of its release (Abrams, 2017). The numbers continue to grow, especially now when people are quarantined in their homes due to the COVID-19 pandemic.
Subsequently, Ofcom (2020) has reported that, amidst cinema hall closures and lockdowns, adults are spending a total of 1 h and 11 min on streaming services per day. That is double what they consumed before the pandemic. In addition, Netflix has been the streaming platform of choice for 46% of the UK adults surveyed. But, it is unclear as to how much binge-watching they are doing on Netflix and the accompanying effects it has during the COVID-19 lockdown. To shed some light on this, the study has attempted to determine the positive and negative impacts of binge-watching on Netflix during the COVID-19 pandemic. In addition, the time spent behind these marathon viewing sessions has also been investigated.
In this study, the following research questions have been developed with respect to the gaps in the existing literature. The research questions are as follows:
What are the motivational factors that drive marathon Netflix usage?
How much time is spent binge-watching on Netflix?
Which negative aspects are linked to binge-watching on Netflix?
Before moving on, there is a need to address how these research questions were developed. The foundation for this study has been laid out based on the recommendations made by previous authors who have investigated this field. For instance, Pittman and Sheehan (2015) have advised that it is essential to undertake research to further expand on different types of motivations related to binge-watching television shows. However, future research should look into the relationship between binge-viewing and psychological variables over time (Wheeler, 2015). Moving on, research on undergraduate students has stressed that future research is essential if we are to proceed to conceptualize binge-watching as both, a measure of duration and frequency, as no variable in this study has been a predictor of both (Merrill and Rubenking, 2019). Furthermore, Walton-Pattison et al. (2016) have suggested that more investigation is needed where specific factors from television shows, such as genre and length, are taken into account. Finally, it has been stressed by Flayelle et al. (2019) that problematic as well as emotional factors are associated with binge-watching and need to be assessed. Flayelle et al. (2017) have also warranted the need to identify the key positive and negative psychological processes involved in this phenomenon.
Literature review
The concept of binge-watching
A dynamic trend that has emerged among digital media consumers is binge-watching. The term “binge” is associated with excess consumption, such as overindulgence of food, beverage or digital media (Anghelcev et al., 2021). Even though the description of binge-watching is still evolving, it is defined as the will to watch multiple episodes of a television (TV) program in rapid succession, typically by utilizing DVDs or digital streaming. Additionally, Netflix, Inc. and Harris Interactive offer another description of binge-watching as watching between two and six episodes of the same television show in one sitting. This emerging concept has many benefits and drawbacks, such as gratifying consumer needs and digital media addiction, respectively (Panda and Pandey, 2017).
Binge-watching is a product of technological evolution, which represents a shift from scheduled television to greater viewing autonomy. The origin of binge-watching lies in the advent of DVDs, which has given consumers a certain degree of control over their digital media consumption. Today, in the age of streaming services, consumers can engage in marathon viewings of their favorite content (Merikivi et al., 2020). However, nonstop consumption of digital media has recently given rise to scientific debate owing to the loss of control many people experience and the negative consequences of this behavior. Some examples include avoiding important tasks, sleeping issues, fatigue, withdrawal from socializing and other health issues (Steins-Loeber et al., 2020). Hence, getting this habit under control is vital to the long-term healthiness of digital media consumers.
Netflix consumers amidst the COVID-19 pandemic
The arrival of the COVID-19 pandemic and subsequent lockdown measures had a mixed impact on Netflix Inc.'s business model. On the one hand, Netflix experienced an increase in its viewership since consumers were put into quarantine at home. On the other hand, the shutdown in film and TV productions forced by lockdown measures was bad news. Streaming services rely on producing and delivering exclusive content to differentiate themselves from competitors (Seetharaman, 2020). Despite the lower amount of original content, adults are spending more than an hour on streaming services every day. Netflix is the platform of choice during the pandemic with a 34% share in video streaming distribution in American households (Nielson, 2020). It is apparent that more free time at home is leading to more streaming, especially nonstop streaming of content on Netflix.
However, the amount of binge-watching or nonstop viewing along with its accompanying effects is unclear. Marathon consumption of Netflix in the middle of a pandemic is expected to have both positive and negative outcomes. Previous studies on general binge-watching indicate that the practice has advantages and drawbacks for viewers, such as relaxation and isolation, respectively (Merikivi et al., 2020). Additionally, understanding the motivations and temporal investment behind endless pandemic streaming is also important.
Consumers' motivations for binge-watching on Netflix
The present study has examined the motivations behind nonstop Netflix usage among consumers. This phenomenon with respect to the Uses and Gratifications Theory (UGT) has shed light on binge-watching. According to this theory, consumers of digital media have specific wants and needs, and they continuously seek to satisfy via mass media activities (Elliott and Quattlebaum, 1979). Multiple studies have used this theory as a foundation to investigate binge-watching. While exploring college students, Panda and Pandey (2017) have focused on six sociocognitive motivations and three marketing-related reasons for spending more time binge-watching. Moreover, Susanno et al. (2019) have also used the UGT while investigating motivational factors behind spending more time binge-watching among Netflix subscribers in Jakarta, Indonesia. For this study, it is expected that the factors that incline consumers toward nonstop Netflix usage might be similar to the sources above. Moreover, having more free time due to the COVID-19 lockdown is likely to drive motivation among consumers.
Temporal investment of consumers for binge-watching on Netflix
Moving on, it is quite clear that binge-watching essentially requires a significant temporal investment. Relatively, very few studies have taken into consideration the frequency and duration of marathon media consumption. Papachirissi and Mendelson (2007) have narrated that a single medium serves distinctive gratifications for regular versus periodic or occasional viewers. This attention to the temporal aspects of digital media usage is increasingly prominent as more technologies become a part of our daily lives. Davies (2007) has stated that time is an important variable that needs consideration. Impact studies consistently have observed that time spent with a medium has an effect on its users or clients.
Historical evidence supports that binge-watching can lead to loyalty toward a show. In total, 73% of fans who stream the first season of Breaking Bad finish every episode and the percentage rises for the following seasons (Jurgensen, 2012). Therefore, there is a need to investigate the temporal aspect of binge-watching. This study has attempted to do that by measuring how many hours they spend per month on Netflix during the COVID-19 pandemic.
Negative consequences of binge-watching on Netflix
Finally, as with any technological aspect, the adverse effects of binge-watching on Netflix need evaluation. Past reports have attributed binge-watching to be a probable addictive disorder. The available evidence suggests that excessive binge-watching might lead to the impairment of daily functioning, disturbance in social life quality and sleep cycle (De Feijter et al., 2016). Ultimately, binge-watching leads to what is known as goal conflict. This is a condition where two or more goals compete against each other and cause conflict in a person's mind. For instance, the goal of getting enough sleep is offset by the goal of watching “one more episode” before bedtime. Goal conflict between entertainment and obligations eventually reduces the positive effects of digital media consumption (Starosta and Izydorczyk, 2020). In addition to the ones mentioned above, more drawbacks of binge-watching Netflix in the middle of the COVID-19 pandemic are likely to emerge in this research.
Research methodology
Netflix launched its services in Bangladesh in 2016. According to the Bangladesh Telecommunication Regulatory Commission (BTRC), Netflix earns about $21.6m from subscribers in Bangladesh (Shayan, 2020). Consumers of Netflix were the main target of this study. This is because Netflix is the only streaming giant legally available in Bangladesh. Citizens cannot officially avail other services such as Amazon Prime, Hulu, Spotify and Tidal in the country (Shayan, 2020). Hence, consumers of other over-the-top (OTT) platforms could not be incorporated into the study.
The study follows an exploratory research design with a cross-sectional time horizon. Such a design is ideal for gaining new insights by taking a “snapshot” of a specific target group at a given point in time (Saunders and Lewis, 2012). Primary data and information regarding demographics, usage patterns, motivations and drawbacks of the respondents' Netflix consumption have been obtained as per the objectives of this study. Additionally, secondary information was gathered for in-depth literature review from authentic sources such as peer-reviewed journals, conference proceedings and books. Furthermore, secondary information was also used for extensive comparison with the primary data of this study.
Respondent selection criteria
The target group of respondents in the study is Netflix binge-watchers during the COVID-19 pandemic in Bangladesh. Analysis of authentic secondary sources revealed that no database exists for Netflix binge-watchers in the country as a sampling frame. Since the target population size is unknown, the use of probability sampling techniques for determining the representative sample size was hindered. Furthermore, strict COVID-19 lockdown measures also made it difficult to employ probability sampling techniques. Therefore, to minimize health risks and follow lockdown protocols, the convenience sampling technique was chosen to select the sample size for the study. It is a certain type of nonprobability sampling technique that focuses on primary data collection from conveniently available members to contribute to the study (Michalos, 2014). The convenience sampling technique is a simple, proven and effective research method that involves exploration (Malhotra, 2019; Saunders and Lewis, 2012; Zikmund et al., 2009; Zikmund, 2000; Kothari, 1985). Social media is a hub for tech-savvy individuals. Such people are expected to be users of technological services such as Netflix, especially during the COVID-19 lockdown. Therefore, the study determined a sample size from Dhaka city, the capital of Bangladesh via Facebook since it is the most popular social media channel in Bangladesh with 35m users in early 2020 (Sultan and Sharmin, 2020). Upon initial analysis, many of the Facebook friends (consisting of peers and colleagues) of the first author were found to exhibit tech-savvy behavior. This included posting and sharing content about online streaming, TV shows and so on. It was evident that these individuals were potential Netflix binge-watchers during the pandemic. However, little to no activity of this sort was observed among the Facebook friends of the corresponding author. Thus, the first author's Facebook friends were initially targeted. Ultimately, the 307 Facebook friends of the first author were asked target requirement questions (Appendix) via individual chat on Facebook Messenger. Through this process, 166 binge-watchers of Netflix were identified. However, 149 of them were willing to participate in the survey. Eventually, after a follow-up in one week, 105 participants successfully filled up the survey. The response rate was 70% for the study. Fincham (2008) reported that a 60% response rate should be the goal for researchers, while 70% is also possible through follow-ups. Hence, the study did not seek any further follow-ups since it reached more than an acceptable response rate.
Survey items and questionnaire design
The study collected primary data through an online survey due to the COVID-19 lockdown. A semistructured questionnaire with open-ended and closed-ended survey items in Google Forms was deployed online to obtain insights for the study. Some of the significant advantages of using online surveys include flexibility, convenience, low cost of administration and controlled sampling (Evans and Mathur, 2005). Given the strict COVID-19 lockdown measures, it is an essential tool for data collection. An initially developed questionnaire based on different items or variables identified from the literature review was deployed among conveniently selected ten Facebook friends of the first author and a marketing expert for pretesting the questionnaire, and after analyzing their valuable feedbacks, the authors finalized the questionnaire for the online survey. The final questionnaire (Appendix) was developed in two segments. The first segment of the questionnaire consisted of the target requirement questions such as “Are you binge-watcher on Netflix during the COVID-19 pandemic?” and “Are you willing to participate in the survey?” As mentioned earlier, through these questions, the authors found 166 Netflix binge-watchers out of 307 Facebook friends of the first author during the COVID-19 pandemic. But, 149 of them were willing to take part in the survey. Only the 149 willing participants were given the second segment of the questionnaire that contained questions regarding demographic characteristics and Netflix binge-watching habits of participants. These questions regarding binge-watching habits (motivations, temporal investment and negative consequences) on Netflix were developed with respect to the research questions that were derived from the gaps identified in the literature review. The second segment of the questionnaire consisted of questions 1, 2, 3, 4, 5 that are aimed at determining the demographic factors, Netflix account ownership and device preference of the respondents. Furthermore, questions 6 and 11 were constructed according to Flayelle et al. (2017), who suggested identifying the key positive and negative psychological processes involved in this phenomenon. Moreover, question 7 was developed by Pittman and Sheehan (2015), who warranted the need to study motivations related to binge-watching television shows. Moving on, questions 8, 9 and 10 were developed by Merrill and Rubenking (2019), who stressed conceptualizing binge-watching as a measure of duration and frequency.
Data analysis and findings
The data for this research have been obtained from 105 Netflix binge-watchers from different age groups and backgrounds residing in Dhaka, Bangladesh. Owing to the COVID-19 lockdown and quarantine situation, an online survey constructed on Google Forms had been deployed to the participants, and their responses have been recorded accordingly. For data analysis, Microsoft Excel has been used to determine various aspects such as mean and standard deviation. It has also been used to calculate the total number of hours spent behind binge-watching per month. In the following analysis, the study has presented key insights provided by the target group of respondents.
Demographic distribution of respondents
Table 1 illustrates the demographic profile of the respondents who have participated in this study. According to survey results, 82.9% of the respondents were male while 17.1% of them were female. The age of respondents ranged from 20 to 34 years old. Despite having provisions for older age groups [ages between 35 and 60+ years in the questionnaire (Appendix)], no response was recorded in those categories. Professionally, 63.8% of the respondents were students, 25.7% of them were working professionals and 10.5% of them were unemployed. Finally, 51.4% of them have personal Netflix subscriptions while the rest depend on subscriptions of peers (friends, family members and colleagues).
Devices used for nonstop Netflix consumption
As shown in Table 2, the most popular device for marathon Netflix usage among the respondents is the smartphone (65.7%), followed by laptops (45.7%) and desktop computers (43.8%). This indicates that most of the respondents prefer portability.
Satisfaction level of binge-watching on Netflix
According to Table 3, 52.4% of the respondents have narrated that they are “fairly satisfied” regarding the overall experience of binge-watching on Netflix, while 33.3% of them are “very satisfied.” This signifies that the general level of satisfaction associated with marathon usage of Netflix is relatively high among the respondents of the target group.
Motivational factors that drive marathon Netflix usage
Table 4 illustrates the factors that incline the target group toward overusing Netflix as an entertainment platform. The streaming service's wide range of shows has been deemed as the most significant factor (68.6%), followed by relief from boredom (49.5%).
The amount of time spent binge-watching per month
Table 5 demonstrates the various temporal variables linked to excessive Netflix media consumption among the target group. It has been revealed that 43.8% of the respondents have used Netflix for 6 days per week. Consequently, 54.8% of the participants have reported that they usually have seen 2–4 episodes in succession or in one sitting. The most common length of a TV show episode consumed is 45 min (63.8%). From these findings, it can be approximately determined how much time the sample spent behind binge-watching on Netflix per month.
The number of hours spent per month binge-watching is calculated using the mean values
B = Number of hours binge-watched per month
w = Days per week usage of Netflix
l = Number of episodes seen in one sitting
e = Approximate length of each episode seen
4 = Number of weeks in a month
60 = Number of minutes in an hour
The study can concur that 5.57 episodes (l), which are 43.19 min each (e), equate to roughly 240 min of binge-watching on Netflix in one sitting. If a respondent spends 240 min on Netflix in one sitting every day for 4.57 days in a week (w), then that translates to about 1,100 min of binge-watching in one week. Therefore, if there are 4 weeks in a month, the total monthly consumption stands at 4,400 min or 73 h of binge-watching per month (B).
Negativity linked to binge-watching on Netflix
Table 6 depicts what respondents believe to be the negative aspects of being a compulsive Netflix user. The most prominent element reported is “one more episode” syndrome (64.8%). It is evident that there is a powerful urge among users to squeeze in an extra episode while watching Netflix. Moreover, addiction and lack of sleep have also been reported by 57.1 and 53.3% of the respondents, respectively.
Discussion on the findings
Device usage
The majority of the respondents have reported using smartphones to binge-watch on Netflix amidst the COVID-19 pandemic. These findings of the study are different from other secondary sources. Ofcom (2015) has reported that in the United Kingdom, on-demand content has been viewed by the online population on multiple platforms such as computers (33%), tablets (23%) and smartphones (21%). Furthermore, Walton-Pattison et al. (2016) have highlighted that only 8% of their respondents in the United Kingdom have used smartphones for binge-watching, while 75% of them have used televisions. It is evident that big screen devices are preferred in a developed setting while smaller, portable devices are favored in a developing context.
Motivational factors
The results of the study indicate that a vast collection of programming and relief from boredom are the key motivational factors when it comes to binge-watching on Netflix. However, that is not the case in other studies. For instance, Indonesian research on Netflix subscribers in Jakarta has revealed that attractive pricing and social engagement are the main factors behind using the platform (Susanno et al., 2019). Moreover, Panda and Pandey (2017) found that social engagement and advertising influence are the main motivational factors behind excessive Netflix usage among American college students. Hence, it can be observed that influential factors vary significantly from country to country.
Time spent per month
Some important assumptions have been made while calculating the time spent binge-watching per month. Firstly, the 73 h refer to the majority of the respondents, and not everyone, as levels of binge-watching, vary from person to person. Secondly, it has been assumed that a respondent experiences one sitting in a day while, in reality, there may be more sittings within a day. Finally, it has been assumed that a respondent uses Netflix for 4.57 days per week, whereas there might be lapses or “off-days” in reality. An earlier contrasting study has measured binge-watching frequency from a sample size of 86 people. In total, 49% of this sample consisted of Netflix subscribers. The mean level of binge-watching has been found to be 1.42 days per week and 2.94 episodes in one session (Walton-Pattison et al., 2016). These numbers are lower than the present study's findings.
The present study makes a vital contribution to the temporal aspect of binge-watching on Netflix during COVID-19. It measured the number of hours spent by respondents binge-watching per month.
Negative impacts
Findings of the study highlight “One more episode” syndrome as the primary problem of binge-watching on Netflix. This refers to the indulgence of watching just one more episode without stopping (Pierce-Grove, 2017). In contrast, other studies reported different negative impacts. Flayelle et al. (2017) have taken a qualitative approach toward understanding binge-watching through a focus group of seven Belgian individuals. Respondents agreed that binge-watching a TV series could be problematic and divert attention from other tasks. Moreover, another study by Shim et al. (2018) on the immediate gratifications of binge-watching has demonstrated that the more negatively users perceive binge-watching, the more they are likely to engage in it.
Theoretical contributions of the study
The study makes important contributions to the UGT and the Goal Conflict Theory (GCT). It has uncovered novel theoretical insights linked to the new phenomenon of binge-watching on Netflix amidst the COVID-19 lockdown.
In accordance with the UGT, the study can concur that binge-watchers feel most gratified through the vast content library on Netflix. Watching a variety of shows gives them fulfilment, which offers relief from boredom and stress caused by the COVID-19 lockdown. Previously, other researchers have also applied this theory but found different gratifications. For instance, Steiner and Xu (2020) have found relaxation and cultural inclusion to be the most significant gratifications of binge-watching among TV and online viewers. Likewise, Pittman and Sheehan (2015) have deduced that Netflix users are highly gratified due to the engaging storylines presented by TV shows. Altogether, the present study further adds to the UGT. It has uncovered new gratifications regarding the new phenomenon known as binge-watching on Netflix amidst the COVID-19 lockdown.
Moving on, a degree of goal conflict exists within this new phenomenon. The study has unearthed strong inclinations toward “one more episode” syndrome and lack of sleep among the respondents. Evidently, the goal of binge-watching offsets the goal of getting sound sleep. It is no secret that conflicting goals, such as these, reduce the overall mental and physical well-being of consumers. Previously, other studies have uncovered different goal conflicts. For example, Granow et al. (2018) have studied the psychological well-being of marathon viewers and found a strong goal conflict between binge-watching and daily tasks. Similarly, Ramayan et al. (2018) have highlighted that binge-watching has a conflicting impact on the goal of socializing with others. All in all, the present study enlightens the concept of goal conflict by discovering novel conflicts within the marathon usage of Netflix in the midst of COVID-19.
Overall, with more free time during the COVID-19 lockdown, it is clear that there is a strong need among the respondents to escape from boredom and stress. Binge-watching a wide range of shows may be relieving, but it is also ushering in higher levels of addiction and anxiety. Habitual control over nonstop Netflix usage is a must to combat time wastage in the middle of a Covid-19 lockdown.
Implications for theory and practice
Practical implications
The study has identified that nearly half of the respondents do not possess a personal Netflix account (48.6%) and rely on peer subscriptions. This is an opportunity for international payment service providers in developing nations to capitalize on Netflix's growing popularity and ensure that consumers will become independent. Flexible payment options need to be introduced for potential young subscribers. Furthermore, since Netflix is predominantly used on smartphones, there is an opportunity for local telecom service providers such as Grameenphone, Banglalink, Teletalk, Airtel and Robi to introduce high-speed mobile data packages that can cater to young consumers. This will ensure that users of Netflix are well connected when it comes to streaming episodes over the Internet.
Social implications
The findings have revealed that Netflix binge-watchers find solace on the platform during an ongoing pandemic. Evidently, binge-watching on Netflix contributes to escaping reality and seeking relief from boredom caused by the lockdown. Such a digital companion is invaluable in combating the stress caused by COVID-19. On the other hand, it is clear that a significant amount of their time (73 h per month) is being spent behind Netflix owing to factors such as “one more episode” syndrome and addiction. Therefore, there is a need for customers to gauge their usage. Since smartphones are the device of choice, it is recommended that Netflix users set restrictions via applications such as Apple's “Screen Time” to prevent nonstop consumption of the streaming service.
Conclusion
The competition among streaming service providers is intensifying. The streaming wars will benefit their users in terms of better and more original content. 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. However, they must be careful so that recreational streaming does not turn into compulsive streaming. Regulating digital media consumption is of utmost importance. The key findings of this study suggest that the respondents use smartphones primarily to binge-watch on Netflix. The availability of a vast range of shows has been attributed as the primary motivational factor, while the “one more episode” syndrome has been flagged as the biggest challenge of binge-watching on Netflix during the COVID-19 pandemic. This study happens to be one of the few pieces of research exclusively focused on Netflix binge-watchers amidst the COVID-19 pandemic. Altogether, this study has attempted to unravel multiple issues surrounding binge-watching on Netflix during the COVID-19 pandemic. The results have important implications for Netflix Inc.'s marketing strategy and its consumers, along with telecom service providers and payment gateways.
Limitations and future research opportunities
This study has its fair share of limitations, especially during a global pandemic such as the COVID-19 pandemic. First and foremost, the relatively limited sample size has been confined to Dhaka city, which may not reflect the country's entire scenario. Strict movement restrictions during the COVID-19 lockdown and quarantine situation have made it difficult to enlarge the sample through probability sampling techniques. Secondly, researchers have the opportunity to do further research on demographic factors, such as income and relationship status of Netflix binge-watchers in near future. Additionally, measuring the amount of binge-watching by genre (category) of shows, such as action, comedy, drama, horror, fantasy, mystery, thriller, romance and so on, is another aspect to be studied by future researchers. Therefore, future research can be conducted on a countrywide sample by incorporating all the factors in the binge-watching domain. Furthermore, binge-watching habits of Netflix and other OTT platforms can be measured by comparing with the data collected from different countries. Quantitative research can also be undertaken using a large-scale representative sample size identified through a probability sampling technique and applying inferential statistical tools with testing hypotheses and comparing with relevant theories in this domain rigorously. In addition, a mixed-methods research design (both quantitative and qualitative research) can be utilized incorporating both surveys and in-depth interviews in future research.
Figures
Demographic distribution of respondents
| Variables | Options | (%) |
|---|---|---|
| Gender | Male | 82.9 |
| Female | 17.1 | |
| Age range | 20–24 years | 61.0 |
| 25–29 years | 31.4 | |
| 30–34 years | 07.6 | |
| 35–39 years | 0.0 | |
| Profession | Student | 63.8 |
| Working professional | 25.7 | |
| Unemployed | 10.5 | |
| Ownership of Netflix subscription | Users' own account subscription | 51.4 |
| Subscription from the accounts of users' friends, family members and colleagues | 48.6 |
Source(s): Online survey
Devices used for nonstop Netflix consumption
| Devices | *No. of responses | (%) |
|---|---|---|
| Smartphone | 69 | 65.7 |
| Laptop | 48 | 45.7 |
| Desktop computer | 46 | 43.8 |
| Television | 37 | 35.2 |
| Tablets | 09 | 08.6 |
Note(s): *Multiple responses were present
Source(s): Online survey
Satisfaction level of binge-watching on Netflix
| Satisfaction levels | (%) |
|---|---|
| Very satisfied | 33.3 |
| Fairly satisfied | 52.4 |
| Neither satisfied nor dissatisfied | 10.5 |
| Fairly dissatisfied | 02.9 |
| Very dissatisfied | 01.0 |
Note(s): *Multiple responses were present
Source(s): Online survey
Factors that influence marathon Netflix usage
| Influential factors | *No. of responses | Percentage (%) |
|---|---|---|
| Wide range of shows on Netflix | 72 | 68.6 |
| Relief from boredom | 52 | 49.5 |
| Relief from stress | 37 | 35.2 |
| Show recommendations from Netflix | 34 | 32.4 |
| Friend/peer influence | 24 | 22.9 |
| Escaping reality | 21 | 20.0 |
| **Others | 04 | 04.0 |
Note(s): *Multiple responses were present
**Other categories include the responses: “ability to browse and watch instantly,” “have all episodes organized for you” and “easily accessible and less hassle”
Source(s): Online survey
Amount of marathon Netflix media consumption
| Parameters | Percentage (%) | ||
|---|---|---|---|
| Weekly usage (days per week) | 6 | 43.8 | 4.57 |
| 5 | 15.2 | ||
| 4 | 11.4 | ||
| 3 | 13.3 | ||
| 2 | 16.2 | ||
| Level of binge-watching (episodes in one sitting) | 2–4 | 54.8 | 5.57 |
| 5–7 | 20.2 | ||
| 8–10 | 08.7 | ||
| 10+ | 16.3 | ||
| Approximate length of episodes watched (minutes) | 22 | 19.0 | 43.19 |
| 45 | 63.8 | ||
| 60 | 17.1 |
Note(s):
Source(s): Online survey
Negative attributes of binge-watching on Netflix
| Negative aspects | *No. of responses | Percentage (%) |
|---|---|---|
| “One more episode” syndrome | 68 | 64.8 |
| Addiction | 60 | 57.1 |
| Lack of sleep | 56 | 53.3 |
| Time wastage | 36 | 34.3 |
| Anxiety | 19 | 18.1 |
| Isolation | 18 | 17.1 |
| **Others | 02 | 02.0 |
Note(s): *Multiple responses were present
**Other categories include the responses: “no negative effects” and “plot gets convoluted”
Source(s): Online survey
Appendix
Survey questionnaire
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Acknowledgements
The authors would like to thank the anonymous reviewers for their excellent reviewer suggestions in completing this study.
Funding: This is a self-funded research project with no other external sources of funding to report.
Authors' contributions: Conceptualization, Literature review, Research gaps identification, Methodology, Writing – review, content development, paraphrasing and editing – K.T.R. and M.Z.U.A.; Questionnaire design and primary data collection- K.T.R., Data analysis, Findings, Discussions, Implications, Conclusion with recommendations, Limitations and future research opportunities – K.T.R. and M.Z.U.A.; Supervision and research project administration – M.Z.U.A.
Conflict of interest: The authors declare no conflicts of interest.
Corresponding author
About the authors
Kazi Turin Rahman is an MBA graduate in Global Business from Coventry University, UK, with distinction. Additionally, he is a BBA graduate from BRAC University, Bangladesh, majoring in Finance and Marketing. He has had the privilege of working in various reputed organizations such as BRAC University, BRAC Bank Ltd. and Kantar Research Bangladesh. Another key accolade of him is being a Bangladeshi Youth Delegation member to India in 2014. The delegation called on the then President of India, Pranab Mukherjee. His primary research interests include marketing, consumer behavior, human–technology interaction, etc.
Professor Md. Zahir Uddin Arif, Department of Marketing, Faculty of Business Studies, Jagannath University, Dhaka-1100, Bangladesh is an academician, researcher, Ph.D/M.Phil/MS/MBA theses supervisor and examiner, keynote speaker and track/session chair in international conferences, webinars and symposiums, WTO-certified trainer, HEQEP-World Bank Fellow, marketing, brand and HR adviser/consultant, development analyst, distinguished visiting professor, member of the trustee board, academic council and board of advanced studies and research, and advisor of various institutions and universities of home and abroad; an editor/advisory board member and editorial reviewer of international journals and edited books of Emerald Publishing, IGI Global, Springer-Nature, Inderscience Publishers and other reputed global publishers, universities and research societies; and a contributor to the Asian and African development. His research and consultancy interests include marketing (consumer behavior, consumer rights, CSR, CnSR, brand management, retail marketing, international marketing, public health/health care marketing, tourism marketing, digital marketing, social media marketing, Human to human marketing, relationship marketing), management, HRM, stock and bond market development, innovative micro-financing, SME, poverty alleviation, ICT, education and technology, environment and sustainable development, gender behavior to consumption and women/human empowerment. He has 39 research papers published in reputed journals, presented 20 research papers in international conferences; participated in around 150 seminars, webinars and training courses and also a member of around 30 institutions and associations worldwide. He has supervised and examined more than 200 academic research papers, theses, reports and projects. He was awarded the prestigious ‘Most Outstanding Professor Award 2020’ by World Education Congress in the Global EduTech Webinar on 27 October 2020 and ‘Bangladesh Education Leadership Award 2017’ as the ‘Best Professor in Marketing Management’ by World HRD Congress, World Education Congress, CMO Asia and Thought Leaders with the Asian Confederation of Business in the South Asian Partnership Summit (SAPS) and Business Excellence Awards on 29 October 2017.