Impacts of Binge-Watching on Netflix during the COVID-19 pandemic

Purpose The purpose of the study is to dive into various binge-watching habits of Netflix users amidst the COVID-19 pandemic. Consumers find themselves amidst the COVID-19 lockdown with more free time to indulge in these viewing habits. This study investigates motivational factors, amount of media consumption and negative attributes associated with binge-watching on Netflix during the COVID-19 outbreak. Design/methodology/approach This study has employed an exploratory research design and obtained primary data via an online survey using a semistructured questionnaire. Convenience sampling has been used to choose a sample ( n = 105) of Netflix binge-watchers during the COVID-19 pandemic. Both sample selection and survey administration have been done through social media messaging services owing to the COVID-19 lockdown measures. Findings The results indicate that most of the respondents use smartphones for binge-watching on Netflix. Moreover, they have expressed that a wide range of shows available on Netflix incline them to engage in marathon viewing. However, the respondents spend just over 70 h per month binge-watching on Netflix. Finally, the majority of respondents have flagged “one more episode” syndrome as the most challenging aspect of being marathon viewers on Netflix during the COVID-19 pandemic. Originality/value This is one of the few papers to exclusively focus on the impacts of binge-watching on Netflix during the COVID-19 pandemic. The findings will originate the value with novelty and important implications to the Netflix consumers, telecom service providers and payment gateways.