Management Journals | Marketing Management

The IUP Journal of Marketing Management

Factors Affecting the Binge-Watching Behavior of Young Consumers

Article Details

Pub. Date	: Aug, 2023
Product Name	: The IUP Journal of Marketing Management
Product Type	: Article
Product Code	: IJMM030823
Author Name	: Jasmine V M, Sruthiya V N and Nithin Jose
Availability	: YES
Subject/Domain	: Marketing
Download Format	: PDF Format
No. of Pages	: 18

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Abstract

This study seeks to understand the influence of facilitating conditions and driving forces on the binge-watching behavior of young consumers. Both primary and secondary data were used for the study. The primary data was collected from young consumers in the age group of 16 to 39 years, displaying heavy content consumption behavior. The study used convenience sampling and regression analysis for collecting and testing data, respectively. The findings of the study showed that binge-watching behavior of young consumers is determined by pre-binge driving forces like facilitating conditions, cognitive elements, promotional effects, and behavioral addiction. Moreover, it is also influenced by age, gender, and employment status.

Introduction

There is a switch from traditional broadcast television channel watching to continued online video consumption among the youth (Netflix, 2013; and Schweidel and Moe, 2016). The traditional practice allows the customers only to view their favorite programs as and when the networks broadcast them. At the same time, online media gives more control over their watching behavior through the digital recording facility. Digital video recording enables consumers to enjoy on-demand programs at their convenience (Littleton, 2014). In the last few years, especially due to the Covid-19 pandemic, a dramatic change in the television viewing habit of young consumers has been noticed. Different patterns of video consumption also emerged during this time as a popular practice of managing their free time by young people. The consumption of multiple episodes of a television/ web series in a single sitting is one such viewing pattern or behavior, and it is explained as binge-watching behavior in many studies (Deloitte, 2016; and Schweidel and Moe, 2016). Binge-watching started to get more attention during 2012-13 when Netflix provided their customers with an opportunity to watch the desired TV programs as per their wish. In contrast to the modest 5 million viewers in 2012, Netflix experienced