From Marathon Watching to Binge Watching: The Effect of Netflix on Watching Habits

Abstract

While Netflix initiated the era of video on demand (VOD) media streaming by triggering transformations in media production and distribution, it also changed the habits in film and television watching, causing the audience to develop the practice of binge watching. Thus, as Netflix has changed the linear feature of television programs, it managed to transform the watching experience, eventually receiving mixed reactions including appreciation and criticism for its impact. This study aims to point out how Netflix's global impact in transforming watching habits is experienced in Turkey. This article firstly undertakes a historical review on the main perspectives in audience research, and points at the role of audiences in the digital age. In the following sections, the feelings, opinions, and reviews maintained by Netflix Turkey viewers on Netflix are analyzed through a qualitative method, in addition to their binge watching habits. For this aim, in-depth interviews were conducted with 50 participants between April and December 2020. In sum, it was observed that a majority of Netflix Turkey viewers gave up their habits of television viewing and acquired binge-watching habits similar to global audiences.