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Netflix has been known for presenting original content stories for which it earned 14 nominations at the 65th Annual Primetime Emmy Awards alongside other media giants such as HBO, ABC, NBC and CBS (Jenner, 2016). Netflix releases multiple episodes of a full season or multiple seasons altogether, which keeps the viewers engaged for a longer period and saves the anticipatory or waiting time. This is given rise to the phenomenon of "binge viewing". It also offers many options which helps in deciding what I want to watch. For instance, it has broad search categories for genres of movies and programs, such as thriller, horror, romantic, historical, sci-fi, just to name a few. It also provides options for selecting the language in which I want to watch a particular program or a movie and provides subtitles as well. All these features have led to immense success in the present times. It has also changed the way consumer interprets the digital content.
With the advancement of technology, easy access to the internet and growing field of digitalization, have drastically changed the consumer behaviour in terms of making choices for the source of entertainment (Hadida et al., 2020). The choices made by the consumer depends on multiple factors, such as quality of the content, which is not constrained by neither language nor geography on Netflix; and secondly as stated in a research, consumer behaviour is contagious, viewers like to watch the shows which are more popular and known by most of their peer group. Some best examples of world-famous Netflix shows are “House of cards” and Money Heist”. The last but the not the least advantage that Netflix has over a good old tele' is that it does not work on a specified and timely broadcasting system. There is no compromise with the availability of the consumer to watch a favourite show. It is accessible to the consumer wants, at all the times.
Generally, I watch television for an average of only ten to fifteen minutes of the day, and it is usually for watching the news or a sport such as football or basketball. Most often, the television time is not on the list of my daily routine because of my stiff schedule due to a busy lifestyle. Furthermore, I am not very fond of watching the TV channels because it has a lot of advertisements or commercials which are a nuisance and make me feel like I am wasting my time which I could rather use being active at the gym, or indulge in an activity such as reading, which provides a continuous stimulation to the mind and keeps me engaged for as long as I wish without any disturbance. Which is also the reason for which I had subscribed to Netflix. There are also many other reasons, such as Netflix offers the flexibility of streaming on the go; while travelling in a train or a tube (Barker & Wiatrowski, 2017). This is an enhanced feature for subscribers like myself and quite handy in this ever-growing busy digital society. It also does not keep the viewers on the hook, longing in anticipation of the next episode of their favourite program.
Netflix is a very user-friendly platform, however, there are certain cognitive decision-making processes which can work to narrow down the research on Netflix, going by the popularity ratings of a show. The show with the highest "popularity rating" is featured on the top in the application and are more likely to have customers choose among the top featured shows. 1) It usually appears as "Top 10 most-watched shows". This causes a high-level interest in knowing why the show is popular and thus the show is added on to the viewer's watch list (Ji et al., 2020). 2) Selecting a genre- It also offers many options which helps in deciding what I want to watch. For instance, it has broad search categories for genres of movies and programs, such as thriller, horror, romantic, historical, sci-fi, just to name a few. 3)
Trailers or previews- Netflix presents previews of shows and movies just like that on the television, which helps the customer to understand what the content of the show is about in a brief period of 30 to 40 seconds and help them to decide what they want to watch (Lobato, 2019). 4) It also offers a synopsis for the show, which is like a summary along with the details of the cast involved. It helps to view related movies or shows of the similar type of content previously seen by the viewer. This helps the customer to narrow down and chose what he desires to view. It also gives economical or pocket friendly source of entertainment. It has created its own space in the market by targeting specific users in terms of viewing contents, such as personalised shows for kids, and religious programs for religious people.
Barker, C., & Wiatrowski, M. (Eds.). (2017). The age of Netflix: Critical essays on streaming media, digital delivery and instant access. McFarland. USA
Hadida, A. L., Lampel, J., Walls, W. D., & Joshi, A. (2020). Hollywood studio filmmaking in the age of Netflix: a tale of two institutional logics. Journal of Cultural Economics, 1-26.
Jenner, M. (2016). Is this TVIV? On Netflix, TVIII and binge-watching. New media & society, 18(2), 257-273.
Ji, S., Yang, W., Guo, S., Chiu, D. K., Zhang, C., & Yuan, X. (2020). Asymmetric response aggregation heuristics for rating prediction and recommendation. Applied Intelligence, 50(5), 1416-1436.
Lobato, R. (2019). Netflix nations: The geography of digital distribution. NYU Press. USA
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