Binge-Watching during COVID-19: Motives and Consequences of Netflix Binge-Watching as a Media Consumption Behavior

Document Type : Original Article

Authors

1 Assistant professor marketing and international business, Arab Academy for science and Technology and Maritime Transport, Egypt.

2 Media Management, College of Management and Technology, Arab Academy for Science, Technology and Maritime Transport

Abstract

Objective: This research examines the media consumption habits of Egyptian Netflix subscribers during the Covid-19 outbreak, with special attention on the binge-watching phenomena. Previous studies have looked at binge-watching worldwide, but there is a shortage of studies focusing on this practice in the Middle East, notably Egypt. Methodology: The study used online questionnaires to gather quantitative information from 340 Netflix subscribers in Egypt. The study was conducted during the Covid-19 pandemic to learn about and assess the causes and effects of their binge-watching habits. Results: The survey indicated that during the outbreak, the most common reasons Egyptians gave for binge-watching on Netflix were boredom and relaxation. Binge viewing became more common due to the lockdown procedures and more idle time. Users also noted that their binge-viewing behaviours led to wasted time and a sense of loneliness. Conclusion: This research sheds light on the binge-watching habits of Egyptian Netflix subscribers during the COVID-19 outbreak. The results shed light on the positive aspects of binge viewing, such as relieving stress and social isolation and the bad elements, like wasted time and loneliness. This study adds to our knowledge of Middle Easterners' media habits and highlights the need for further research into the regional elements influencing binge-watching.

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International Journal of Multidisciplinary Studies on Management, Business, and Economy
Volume 7, Issue 2
December 2024
Pages 68-76

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