Why do those who watch Netflix watch Netflix? Engagement experiences of young Mexicans facing the one who revolutionized audiovisual consumption

Cristóbal Benavides Almarza, L. García-Béjar

Research output: Contribution to journalArticlepeer-review

Abstract

The massification of streaming platforms, specifically Netflix, has modified the consumption patterns of an increasingly active and empowered audience when it comes to choosing how, when and what content to watch. This behavioral pattern has generated the exploration of new mechanisms to know in greater detail and depth the motivations and emotions that people have when they face audiovisual content and platforms. The measurement of engagement offers adequate information to predict those behaviors that condition consumption, as well as some characteristics that cause loyalty to a brand and willingness to pay for a service. This paper describes, through a quantitative factor analysis, the engagement experiences that 574 Mexican millennials have when using Netflix. It was established that when using Netflix, experiences related to socialization, entertainment and reflection on new topics stand out. This would indicate that beyond entertainment, it generates other types of attributes that are typically associated with it.

Translated title of the contributionWhy do those who watch Netflix watch Netflix? Engagement experiences of young Mexicans facing the one who revolutionized audiovisual consumption
Original languageSpanish
Pages (from-to)29-47
Number of pages19
JournalRevista de Comunicacion
Volume20
Issue number1
DOIs
StatePublished - 1 Mar 2021
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2021 University of Piura. All rights reserved.

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