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    2 Binge Watching Web Series Addiction Amongst Youth

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    The document discusses binge-watching behavior among youth. It finds that with increased accessibility to online content on mobile devices, people are engaging more in binge-watching by watching multiple episodes of a show continuously. This can become an addiction, leading to negative health impacts. A survey of 90 Mumbai youth examines how binge-watching affects their well-being. Chi-square tests find binge-watching is associated with occupation but not gender or age. The study aims to understand binge-watching behavior and addiction among youth.

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    2 Binge Watching Web Series Addiction Amongst Youth

    Uploaded by

    Pradyumna Dangewar
    149 views8 pages
    The document discusses binge-watching behavior among youth. It finds that with increased accessibility to online content on mobile devices, people are engaging more in binge-watching by watching multiple episodes of a show continuously. This can become an addiction, leading to negative health impacts. A survey of 90 Mumbai youth examines how binge-watching affects their well-being. Chi-square tests find binge-watching is associated with occupation but not gender or age. The study aims to understand binge-watching behavior and addiction among youth.

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    Binge Watching Web Series Addiction Amongst Youth.

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    The document discusses binge-watching behavior among youth. It finds that with increased accessibility to online content on mobile devices, people are engaging more in binge-watching by watching multiple episodes of a show continuously. This can become an addiction, leading to negative health impacts. A survey of 90 Mumbai youth examines how binge-watching affects their well-being. Chi-square tests find binge-watching is associated with occupation but not gender or age. The study aims to understand binge-watching behavior and addiction among youth.

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    149 views8 pages

    2 Binge Watching Web Series Addiction Amongst Youth

    Uploaded by

    Pradyumna Dangewar
    The document discusses binge-watching behavior among youth. It finds that with increased accessibility to online content on mobile devices, people are engaging more in binge-watching by watching multiple episodes of a show continuously. This can become an addiction, leading to negative health impacts. A survey of 90 Mumbai youth examines how binge-watching affects their well-being. Chi-square tests find binge-watching is associated with occupation but not gender or age. The study aims to understand binge-watching behavior and addiction among youth.

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    of 8

    Durgadevi Saraf Institute of Management Studies (DSIMS) The Management Quest

    Vol.2, Issue 1, April - September 2019


    Online ISSN:2581- 6632

    Binge-Watching: Web-Series Addiction amongst Youth


    Aditya Dhanuka* Abhilasha Bohra**

    ABSTRACT

    With the evident change in the medium of consuming virtual content, the
    traditional watching content on the television sets has been reduced as
    people are now binge watching content on smaller screens (mobile
    phones, tablets), and this ease of availability has resulted in an addiction
    to keep viewing digital media content continuously causing numerous ill-
    effects. The purpose of this research was to find out the behaviour of youth
    towards virtual content and its effects on their wellbeing. The study is a
    cross-sectional survey of youth (18-25 years old) based on a sample of 90
    respondents from Mumbai. This research attempts to study the after-
    effects of binge-watching, and its being similar to any other addiction.

    Keywords: Binge-watching, virtual content, web-series, addiction, digital


    media consumption

    INTRODUCTION

    With the changing time, the medium and methods of consuming virtual
    data has also seen a drastic change, going from scheduled television
    programs which were limited by accessibility to easily available
    repositories of seasons of shows accessible almost anywhere anytime by
    the viewers. This change was seen in the positive light initially, before
    discovering the hidden negative facets of ‘binge-viewing’ digital media
    content by the individual consumers. Binge-watching refers to the
    consumption of episodes one after the other in order to curb curiosity or
    just as an impulsive behaviour trait of the user- completing seasons of the
    web-series at one time.

    * MMS Student, Durgadevi Saraf Institute of Management Studies, Mumbai


    **MMS Student, Durgadevi Saraf Institute of Management Studies, Mumbai
    (Under the guidance of MMS Chairperson Dr. Shailja Badra, Durgadevi Saraf Institute
    Of Management Studies), Mumbai
    Binge-watching is generally observed to be done for one of the few
    following reasons:

    1. Production companies upload entire seasons at once to encourage


    such behaviours,
    2. Web-series are structured with cliff-hangers at the end of every
    episode to keep the viewers engaged continuously, or
    3. The viewers simply want to keep watching, many times as a
    substitute for healing emotional damages, or disturbances.

    Such behaviour of binge-watching shows the addiction of viewers to


    virtual content that often leads to disturbances in their personal life
    whether it’s displaying anti-social behaviours, increased emotional
    sensitivity or disrupted sleep-cycles leading to various health issues
    amongst the bingers, usually youth.

    Youth of today is highly dependent on electronic devices for simple


    execution of basic chores, right from using calculators to designing art
    virtually, which ensures having their devices with them always. This over-
    dependence on devices makes it easier for them to fall prey to binge-
    watching and spiralling into the addiction of daily watching virtual
    content, whether online or offline.

    This becomes similar to any addictive behaviour, which may result in the
    viewers feeling worse later but continuing despite that due to being able to
    escape reality for quite awhile.

    PROBLEM STATEMENT

    Binge Watching- Web Series addiction amongst Youth

    OBJECTIVES OF STUDY

     To study behaviour of youth towards Web Series.


     To study the effects of binge watching on physical and mental
    wellbeing of youth.
    REVIEW OF RELATED LITERATURE

    The psychological and medical literature considers binge behaviour as an


    addiction (eg: Gold, Frost-Pineda, and Jacobs – 2003) research which
    often shows that individual often engage in such activities to escape
    reality.

    So what is binge watching? The Digital Democracy Survey defined the


    activity as “watching three or more episodes of a TV or web series in one
    sitting” (Deloitte 2015).

    Rather than consuming one episode of a series each week in accordance


    with a typical television schedule, viewers may opt to view several
    episodes of a single series in immediate succession. Surveys have revealed
    that a majority of consumers prefer to watch multiple episodes of their
    favourite programs in a single sitting (Pomerantz 2013). A Nielsen (2013)
    study finds that 88% of Netflix users and 70% of Hulu Plus users reported
    watching at least three episodes of the same program in one day.

    In addition to individuals consuming more content, they report doing so in


    a condensed period of time. According to a survey conducted by Netflix
    and Harris Interactive in 2013, 61% of adults who stream television shows
    at least once a week reported that they regularly engage in “binge
    watching” sessions that consist of two to three episodes of a single
    television series in one sitting, with nearly three-quarters of respondents
    having positive feelings about binge watching (Netflix 2013). In its 2014
    Digital Democracy Survey, Deloitte reports that 31% of respondents
    engaged in binge watching at least once a week, with more than 40% of
    respondents age 14–25 engaging in the behaviour weekly (Deloitte 2015).

    Binge watching has also helped advertisers to gather a customer base for
    them by selecting a target group based on the type of content they watch.
    The report has thus been generated from the data collected from hulu.com
    a service provider just like Netflix. A typical binge watcher is either
    inclined to watch the entire programme and switch to a new season/show
    or either the person is a situational binge watcher. The study also shows
    that people are less prone to watch online content in the morning or
    afternoon than compared with the night time or late fringe. In addition,
    people are more likely to break their habit of watching once the season or
    series end.

    This report thus gives the conclusion that as the number of viewing
    programmes increases the tendency to binge watching also increase. Users
    are also hooked to use a single platform for their convenience, preference
    and also because of the hands set on the platform. Thus, even the platform
    uses this opportunity to advertise them with products and the production
    companies become keen to identify as well as differentiate the binge-
    watchers group from the non-bingers.

    RESEARCH METHODOLOGY

    Descriptive and exploratory research has been used in this research paper.

    Tools: Qualitative data was collected for research purpose.

    Sample Size: 90

    Sampling Method: Purposive Sampling adequately representing the


    population

    Sampling Place: Mumbai

    Statistical Technique Used: Chi Square test and Frequency Distribution


    Charts

    ANALYSIS & INTERPRETATION OF DATA

    Chi Square test:

    Variables and measurement: This hypothesis has two variables, namely


    – binge-watchers of virtual content and non-bingers, across three
    parameters viz. occupation, gender and age.
    Objective: To find out whether a systematic association exists between
    demographic parameters implied to youth in study and binge-watching of
    the web-series content by them.

    Hypothesis: Binge-watching or addiction to web-series is independent of


    occupation, gender and age.

    From the parent hypothesis, we can formulate sub-hypothesis for each


    variable, where H0 denotes null hypothesis and H1 denotes alternative
    hypothesis.

    1) Occupation

    Here, we study whether the occupation of the youth, i.e. being a student or
    working professional affects their behaviour of binge-watching.

    H0: Binge-watching the web-series is independent of nature of occupation


    (student or working professional)

    H1: Binge-watching the web-series is dependent on nature of occupation


    (student or working professional)

    Variables Sub- Behaviour P value P >,<,= Accept /


    hypothesis studied 0.05 Reject
    (null)
    Occupation H0 Binge- 0.0088 <0.05 Rejected
    watching

    Result:

    From the above table, we can reject the null-hypothesis. For H0, if the p
    value < or = 0.05, then we reject the null hypothesis. Here, the p value is
    0.0088 which is less, thus we reject the null hypothesis and accept the
    alternative hypothesis which states that ‘Binge-watching the web-series is
    dependent on nature of occupation (student or working professional) in
    Mumbai’.
    2) Gender

    Here, we study whether the gender of the youth, i.e. being a female or a
    male, affects their behaviour of binge-watching.

    H0: Binge-watching the web-series is independent of gender

    H1: Binge-watching the web-series is dependent on gender

    Variables Sub- Behaviour P value P >,<,= Accept /


    hypothesis studied 0.05 Reject
    (null)
    Gender H0 Binge- 0.2657 >0.05 Accepted
    watching

    Result:

    From the above table, we accept the null-hypothesis. For H0, if the p value
    < or = 0.05, then we reject the null hypothesis. Here, the p value is 0.2657
    which is >0.05, thus we accept the null hypothesis which states that
    ‘Binge-watching the web-series is independent of gender in Mumbai’.

    3) Age

    Here, we study whether the age of the youth, i.e. being in the age group of
    “18-21” or “22-25”, affects their behaviour of binge-watching.

    H0: Binge-watching the web-series is independent of nature of age

    H1: Binge-watching the web-series is dependent on nature of age

    Variables Sub- Behaviour P value P >,<,= Accept /


    hypothesis studied 0.05 Reject
    (null)
    Age H0 Binge- 0.1988 >0.05 Accepted
    watching

    From the above table, we accept the null-hypothesis. For H0, if the p value
    < or = 0.05, then we reject the null hypothesis. Here, the p value is 0.1988
    which is >0.05, thus we accept the null hypothesis which states that
    ‘Binge-watching the web-series is independent of age group in Mumbai’.

    FINDINGS AND CONCLUSION

    Findings:

     The result mentions that 28% of students are binge-watchers while


    only 26% of working youth are binge-watchers, and their
    occupation has a significant level of impact on their decision to
    binge-watch.
     The results also mention that the decision to binge-watch is
    independent from other variables such as age and gender.
     About 95% of the respondents in the age group of 18-25 have
    admitted to watch web-series, with approximately 81% of them
    watching it online.
     42% of the total viewers affirmed watching the web-series on a
    daily basis. The most preferred portals to watch these shows were
    rated to be: 1. Netflix, 2. Amazon Prime, and 3. Hotstar
    respectively, with the most preferred genre being comedy and
    horror.
     58.9% of the viewers have reported being aware of their addiction
    to web-series consumption and 42.2% felt the need to stop binge-
    watching media.
     Respondents agreed to various ill-effects of this addiction, being
    similar to others, such as 43.21% reported repercussions on
    physical and mental health, 53% reported decline in productivity,
    48.9% reported developing anti-social behavioural traits, 77.8%
    reported disturbances in sleeping-patterns.
     Although 75.6% of viewers reported feeling of satisfaction or a
    sense of high after binge-watching, there were 31.1% who said
    they felt more emotionally disturbed after consuming content due
    to this addiction
    Conclusion:

    Findings reveal that youth in Mumbai prefer binge-watching independent


    of their age group or gender, depending upon their work demands. They
    have been struggling with the addiction of digital media consumption and
    seem to be aware of it, and also would like to change their impulsive
    behaviour towards web-series consumption. The report highlights the
    negative impact of binge-viewing on emotional, physical, psychological
    and social health of these young individuals.

    REFERENCES

     Bajpai, Naval (2017): Business Research Methods, Pearson India


    Education Services Pvt. Ltd.
     Ken Black (2016): Applied Business Statistics Making Business
    Decisions, Wiley India Pvt. Ltd.
     Becker, Gary S. and Kevin M. Murphy (1988), “A Theory of
    Rational Addiction,” Journal of Political Economy, 96 (4), 675–
    700.
     Kubey, Robert and Mihaly Csikszentmihalyi (2002), “Television
    Addiction Is No Mere Metaphor,” Scientific American, 286
    (2),74–80.
     Schweidel, David A.; Moe, Wendy W. Journal of Marketing.
    Sep2016, Vol. 80 Issue 5, p1-19.

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