Understanding Consumers More Deeply: A Study of Netflix Consumer Behavior

The development of digital technology has transformed how society accesses entertainment, including films and television series. Netflix has become a primary choice for streaming services, with its success closely tied to its ability to understand and respond to consumer behavior. This study aims to examine the psychological and social factors that influence Netflix consumer behavior patterns relevant to current market conditions. A qualitative method was employed. Qualitative data were obtained through online interviews with 5 Netflix users via Zoom. The analysis utilized Maslow's Hierarchy of Needs Theory, Herzberg's Two-Factor Theory, and the Affective-Behavioral-Cognitive (ABC) Attitude Model to understand consumer motivation and behavior. The result of this research shows that the primary motivations for Netflix subscription were entertainment seeking, pleasure and relaxation, and social interaction with family and friends. Key subscription factors included security and trusted reputation and quality content. Users demonstrated busy lifestyles requiring convenient entertainment access. Consumer personality traits were predominantly relaxed, trendy, and individualistic, with preferences for drama (majority), comedy, and animation content. Information sources included social media, recommendations from friends or family, synopses, ratings, and Netflix's algorithmic recommendations. Despite some negative experiences, positive experiences dominated, leading to continued loyalty. Consumer attitudes reflected high satisfaction, willingness to recommend, and trust in Netflix's content quality. In conclusion, Netflix's success in consumer retention depends on deep understanding of consumer preferences, motivations, and behavioral patterns. The findings reveal that consumer subscription decisions are closely related to fulfilling social and recreational needs, with security, reputation, and content quality serving as critical factors. The study demonstrates the effectiveness of applying consumer behavior theories to understand streaming service preferences and loyalty patterns.