The Impact of Netflix on Viewer Behaviour and Media Consumption: An Exploration of the Effects of Streaming Services on Audience Engagement and Entertainment Preferences

Abstract

Online video streaming platforms have swept the globe. Traditional form of entertainment like Television is now being replaced by video on demand services providers such as Netflix, Amazon Prime, Hulu, Disney Hotstar, to name a few. These service providers have now established themselves as a serious rival to the broadcasting and television industry. The demand for regular television broadcasting is declining as these platforms are providing high quality original productions at the ease of the customer’s home. The impact of streaming services, specifically Netflix, on viewers behaviour and media consumption has been explored using both primary and secondary data sources. Primary data source include survey with OTT platform users, while secondary data source encompass studies and reports by media research firms and industry analysts. This combination of data sources provides a comprehensive view of the changes brought about by streaming services. The analysis of both primary and secondary data highlights the shift from linear Tv to on demand viewing, the rise in binge-watching, and the increase in diversity of content due to original programming. The data also shows that personalized recommendation have made it easier for viewers to discover new shows and movies. Overall, the data supports the conclusion that streaming services have transformed the way people engage with and consumer media.