RESEARCH
This paper investigates why individuals choose Netflix as their preferred platform for satisfying their media consumption needs. With the streaming service industry rapidly expanding, understanding what drives consumers to select one service over another becomes crucial. Drawing on Uses and Gratifications Theory, the study explores how Netflix fulfills various cognitive, affective, integrative, social, and escapism needs identified in past research. Through in-depth interviews with five participants, the study delves into the specific ways Netflix meets these needs, both through its platform and its presence on social media. Findings reveal that Netflix excels in providing informative and diverse content, fostering social connections, and facilitating binge-watching experiences. Moreover, participants highlighted the impact of Netflix-related content on social media in shaping their viewing preferences and interactions. The study suggests that Netflix’s success stems from its ability to create an immersive and socially engaging experience for its users, effectively addressing their diverse needs. While the study acknowledges its limitations, including its small sample size and participant demographics, it underscores the importance of further research into the social dynamics of streaming service usage and consumer satisfaction. Future studies could explore comparative analyses across streaming platforms and delve deeper into the role of social media in shaping consumer preferences.
READ THE PAPER: Why People Choose Netflix to Satisfy Their Media Consumption Needs