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The purpose of the paper is to explore various motivations that influence college students to spend more time binge watching and the subsequent gratifications. Video streaming websites such as Netflix and Amazon Video have changed the viewing habits of consumers. Viewers have more control and can enjoy on-demand content as per their convenience. This has resulted in viewers watching multiple episodes of television shows in a compressed time frame – a phenomenon termed as binge watching. College students engage in binge watching because of the various gratifications that it promises. This paper investigates the various triggers and consequences of binge watching.

Data were collected through a mixed method approach. The first stage involved qualitative interviews and focused group discussions with college students to understand the phenomenon of binge watching. The second stage involved administering a questionnaire to address our research question.

Findings indicate that social interaction, escape from reality, easy accessibility to TV content and advertising motivate college students to spend more time binge watching. If students are negatively gratified after binge watching, then they intend to spend more time doing it.

The findings have important implications on the overall wellbeing of college students and strategic implications for video streaming companies.

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.

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.

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.

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.

The behaviour of audience, consuming video entertainment, has changed intensely over the years. Lately, the consumers have increasingly preferred to watch video programs, through video-on-demand services through over-the-top medium. The service is novel and the consumer’s perception of the service quality is not well explored. As extant literature considers service quality as the construct to determine the sustained growth of a service, the present study has attempted to explore the dimensions to measure service quality of video-on-demand services.

The authors conducted qualitative, semi-structured interviews and focus group discussions amongst the user of the video-on-demand service. The qualitative data was content analysed to furnish thematic dimensions.

The study reveals thematic attributes perceived as dimensions to measure service quality of video-on-demand services.

Considering the exploratory nature of the study, the themes proposed might seem nascent. Hence, it was the authors’ discretion to stop expanding the respondent sample to avoid data saturation. A quantitative establishment of the service quality dimensions was beyond the scope of the current research and would follow in a different study.

The objective of the study is to qualitatively explore service quality dimensions of video-on-demand services. In pursuit of that, the current study explored the consumers’ excerpts, content analysed the data and furnished several themes perceived as service quality dimensions in this context. Such a detailed approach is uncommon in this context.

The purpose of this paper is to report the development and validation of a scale for measuring “post-series depression” (PSD), a concept that describes the feelings of melancholy and longing that can occur when an individual’s all-consuming film or screen product comes to an end. Although largely ignored by academic research in the arts and leisure (A&L) domain, PSD has received wide coverage in grey literature concerning the termination of certain film or TV series.

Exploratory interviews were conducted with fans of a range of A&L products. Questionnaire surveys then examined the relationships between PSD, nostalgia and emptiness, and between PSD, binge-watching and compulsive consumption.

A 15-item scale to measure PSD was developed and its reliability demonstrated.

The study was conducted within an A&L context. It only examined the abovementioned variables and no other potentially relevant psychological and behavioural considerations (e.g. audience involvement, narcissism and social anxiety).

The scale will be useful for investigating the marketing implications of fanship and its connections with addictive behaviour. It will help marketers when segmenting A&L markets, in understanding how to extend the period during which audiences purchase screen product-related memorabilia and to know how to market binge-watching-related items (e.g. box sets, clothing, books, theatre tickets and film studio visits).

This paper provides a rigorous examination of the concept of PSD and presents a scale for its measurement.

This paper aims to analyse how the top over-the-top (OTT) platform is becoming a preferred source of entertainment amongst young consumers over traditional Pay TV service (Cable TV/DTH) in India and what factors play a vital role in such preferences along with gamification of content. The study follows the theoretical framework of use and gratifications theory and Niche analysis.

The study establishes a conceptual framework of understanding the preference of consumers, which triggers the shift from old media to new. This research develops an approach to understanding the relevant implications in responses of consumers through a structured online survey conducted amongst different age groups by applying exploratory and confirmatory factor analysis. To further comprehend the relations between measured variables and constructs, the statistical technique is incorporated, i.e. logistic regression.

Empirical results and discussion insinuated the five factors which affect consumers’ choices concerning entertainment i.e. content and viewing behaviour, expenses incurred on services, shifts influenced by offerings/incentives, convenience and telecom. Logistic regression validated the strength of these factors which made content and viewing behaviour, expenses incurred on services and convenience the three most important factors.

This study analyses the driving factors that are revolutionising the entertainment industry and can be applied in designing a comfortable and engaging experience for a consumer in the future.

This research is original in nature and the findings of this study are valuable for online streaming services, video-on-demand services, Cable TV operators and entertainment content producers.

Millions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution that attracts and maintains customers, enabling OTT providers to generate revenues and profits. This study explores the underlying gratifications (e.g. informative; connectivity) obtained from over-the-top platform (OTT) attributes (e.g. global content; regional and cultural content) through consequences (e.g. create awareness; related to reality).

Means-end chain theory uncovered gratifications consumers fulfill through the use of OTT platforms. The laddering technique explores the linkage among attributes, consequences and gratifications that influence OTT platforms' consumers' consumption patterns. In total, 27 interviews were conducted in India, and participants responded to questions regarding attributes of OTT platforms, consequences and gratifications in a one-on-one interview procedure. Hierarchical value maps were built to better understand customer selection of OTT platforms based on the replies.

The results suggested that six attributes of OTT platforms (for ex-global content; regional and rural content; rating before watching) were associated with the four consequences (for ex-create awareness; related to reality; saves time), which were associated with four gratifications, which are informativeness, connectivity, social enhancement and productivity.

The prospective function of OTT services in the entertainment and media business has grabbed consumer attention. However, limited literature focuses on identifying gratifications consumers gain from OTT attributes. Through these findings, managers and practitioners can gain insights regarding strategies to increase OTT adoption and help develop a loyal consumer base.