Binge Watching: Effects on Consumer Perception and Enjoyment Report

This report investigates the phenomenon of binge-watching and its effects on consumer perception, enjoyment, and satisfaction. The study, based on a survey of 50 viewers, explores how binge-watching habits are transforming the television landscape. The research delves into the changing viewing habits, the rise of binge-watching, and the influence of technology and streaming services on consumer behavior. The report examines the research methodology, including the research philosophy, approach, design, and strategy employed, along with ethical considerations. The findings and analysis section presents the results of the survey, focusing on the extent to which consumer opinions are affected, the role of enjoyment, and the level of satisfaction derived from binge-watching. The conclusion summarizes the key findings, links them to the research objectives, and identifies limitations and scope for future research, providing a comprehensive understanding of binge-watching's impact on consumers.

Running head: BINGE WATCHING
Binge Watching
Name of the Student
Name of the University
Author Note

1BINGE WATCHING
Abstract
The viewers of the modern television enjoy lot of extraordinary number of controls and choices,
which has resulted directly in the use of widespread technology and the services that are newly
available in the market. The cultivation of the landscape that is present with respect to new
television has helped in the rise of the phenomenon known as binge watching, which has resulted
in a popular conversation on the academic basis.; this study of research process has helped in
understanding the different perspective that is present in binge watching and the effect that it
creates on the viewers. Specifically, it is the study of the reception of the viewers towards the
shows that are shown on the television. The perspective of the uses and gratifications has helped
in the study, as it has been conducted with the help of 50 viewers, which has provided the
researcher a better response for the data. The viewers were asked the questions before and after
binge watching so that their responses could be collected in a mixed manner. This has helped the
study to be conducted in a proper manner.

2BINGE WATCHING
Acknowledgement
I would also like to take this opportunity to thank my professor without whose, constant support
and guidance, the research would not have been possible.
Firstly, I would like to thank God the Almighty in giving me the strength and courage without
which I could not have completed the entire study. Secondly, I would like to thank my family
and relatives who gave me constant support mentally and physically so that I can complete the
study on time. Lastly, I would like to give thanks to my peers and the friends who have helped
me in providing the appropriate information throughout the project and helped me in doing the
in-depth analysis of the research. Without their proper guidance, it is impossible for me to
complete the project.
Thanks and Regards,
Yours Sincerely,

3BINGE WATCHING
Table of Contents
Chapter 1: Introduction....................................................................................................................6
1.1 Background of the study........................................................................................................6
1.2 Research purpose...................................................................................................................8
1.3 Aims of the research..............................................................................................................8
1.4 Research objectives................................................................................................................9
1.5 Research questions.................................................................................................................9
1.6 Research Hypothesis..............................................................................................................9
Chapter 2: Literature Review.........................................................................................................10
2.1 Current television landscape................................................................................................10
2.2 Appointment television........................................................................................................11
2.3 Changing Viewing Habit:....................................................................................................13
2.4 Binge Television:.................................................................................................................17
2.5 Early Methods of Binge Watching:.....................................................................................18
Chapter 3: Research Methodology................................................................................................20
3.0 Introduction..........................................................................................................................20
3.1 Research Outline..................................................................................................................20
3.2 Research Onion....................................................................................................................21
3.3 Research Philosophy............................................................................................................21
3.3.1 Justification of selecting positivism philosophy...............................................................22

4BINGE WATCHING
3.4 Research Approach..............................................................................................................22
3.4.1 Justification of selecting deductive approach...................................................................23
3.5 Research Design..................................................................................................................23
3.5.1 Justification of selecting descriptive design.....................................................................23
3.6 Research Strategy................................................................................................................24
3.6.1 Justification of selecting survey research strategy............................................................24
3.7 Sampling Technique and Sampling Size.............................................................................24
3.7.1 Justification of selecting probability-sampling technique................................................25
3.8 Data Collection Technique..................................................................................................25
3.8.1 Justification of selecting primary data collection technique.............................................25
3.9 Data Analysis Technique.....................................................................................................26
3.9.1 Justification of selecting SPSS.........................................................................................26
3.10 Ethical Considerations.......................................................................................................26
3.11 Conclusion.........................................................................................................................26
Chapter 4: Findings and Analysis..................................................................................................27
Chapter 5: Conclusion and Recommendations..............................................................................45
5.1: Conclusion..........................................................................................................................45
5.2: Linking with the objectives................................................................................................45
5.3 Limitations for the research.................................................................................................47
5.4 Scope for future research.....................................................................................................47

5BINGE WATCHING
Reference List................................................................................................................................49
Appendix........................................................................................................................................52

6BINGE WATCHING
Chapter 1: Introduction
1.1 Background of the study
The viewers try to watch a single episode of the television series, which attracts them for
the whole season being aired on the same network channel. This is commonly known as binge
watching, as the viewers have been hooked to the show till the end of the episode. The fantasy
series such as ‘Game of Thrones’, comedy series like ‘Arrested Development’ and series that are
highly dramatic in nature such as ‘Breaking Bad’ have tried to attract the viewers so that they
can watch the entire series by getting attached to it. The viewers are basically drawn in to the
television series, as they cannot resist the happenings that will take place in the next episode.
According to the survey that was conducted in 2013 by MarketCast, it was seen that
around 67 percent of the television viewers who are between the age group of 13 to 49 in the
United States of America are in to binge watching. Another survey that was conducted on the
subscribers of TiVo reported that almost 91 percent of the individuals have a tendency of binge
watching, as a common behavior of the viewers. The figures that have been growing after that, as
the content on the television along with the use of the technology has helped the consumers in
availing the series easily. The services include Netflix, HBO Go, and Amazon Prime along with
others that are earning profits, as they provide the convenient services to the viewers of
television. The nature of binge watching is helping the people in transforming their methods of
watching television along with the changes that are being done in the economics of the industry
as well.
The concept of binge watching is recent and is growing in popularity due to which most
of the researchers are being interested in this subject. The topic has not been researched in a

7BINGE WATCHING
proper manner, as it is one of the modern techniques that are being adopted by the viewers on a
constant manner.
Binge watching is also known as marathon viewing, which is a recent phenomenon where
the viewers tend to view multiple episodes of the same series over a specific period of time.
These habits helped the viewers in watching the entire season of the specific series at their
convenience, which changed their behavior towards the viewing of television series. The
episodes can be watched on a continuous basis for the viewers are simple but groundbreaking, as
the viewers are hooked on to their televisions or mobiles for watching the entire series. The idea
of binge watching has helped the viewers in defying the styles of viewing that are traditional in
nature, as they are allotting a specific time and schedule in viewing their favorite series. The
consumers are now being empowered with a new choice that is under their control, which has
helped them in following the series according to their convenience.
Binge watch was used so commonly by the people that it was added in the Oxford
Dictionary in the year 2013, as it had create d a significant impact on the lives off the consumers.
The meaning that was put forward by the dictionary was that it had given the viewers
independence from the traditional methods of viewing such as one episode every week, which
helped in recognizing the change in the mainstream use of media. The term ‘binge’ is commonly
used to describe a period that is limited, which helps in indulging in an activity very frequently.
The term is mostly used in a negative manner, as it is regarded as indulgence of the individuals
in a guilty pleasure. The viewers of the television have reported that they have lost most of their
weekends due to the effect of binge watching but has reported that the method of spending
sleepless nights have never occurred to them. Additionally, most of the viewers who binge watch
on a regular manner has explained that the phenomenon is normal and is not inclusive of the

8BINGE WATCHING
guilt feelings. The Harris Interactive survey that was conducted in 2013 revealed that almost 73
percent of the television viewers had positive feelings with respect to binge watching. The
custom of binge watching helps in encouraging others as well by recommending the viewers
alternate series that might be interesting to them.
The appointment television is a kind of program that helps the viewers in setting out an
alternative time so that they can watch their favorite shows. The viewers have the liberty to
organize their viewing times so that they can make themselves available at the time when the
original show is being broadcasted. The appoint television concept helps the people to remember
the popular shows and put a reminder so that they can watch it at their convenient time. The
options that are provided for television are not restricted to a particular time, which shows the
uncertainty of appointment television. The idea of appointment television helps in setting the
parameters for the audiences, which allows the viewers to make their decision regarding the time
of watching the series.
1.2 Research purpose
The primary purpose of conducting this research will be to gain a better understanding of
the effects that takes place with respect to binge watching and its effect on the perception of the
viewers towards the shows that are aired on the televisions. This study will help in finding out
the relationship that will help in creating a better phenomenon with respect to new television.
1.3 Aims of the research
The aim of the process of research will be to identify the extent to which the opinions of
the consumers may get affected due to the factor of binge watching along with the enjoyment
that the consumers get when they binge watch.

9BINGE WATCHING
1.4 Research objectives
The objectives of the research will be as follows:
 To assess the extent to which the consumer gets affected through binge watching
 To assess the factor of enjoyment that the consumers get after the process of binge
watching
 To ascertain the level of satisfaction that the consumers get after watching the show
1.5 Research questions
The research will be based on the following questions:
 To what extent does the opinion of the consumers gets affected?
 How does the factor of enjoyment help the show in getting affected?
 How much satisfaction do the consumers get after watching the show?
1.6 Research Hypothesis
The research will be based on the following hypothesis:
 H1: The opinions of the consumers will not get affected after they have completed binge
watching
 H2: The consumers will not enjoy after they have binge watched

10BINGE WATCHING
Chapter 2: Literature Review
This chapter will help in elaborating the studies that are present around the central themes
regarding the study. The literature will help in addressing the issues that are present with the
landscape of television along with the growth of the appointment television in the era of
networking. It will also examine the habits of the consumers in viewing the television and the
boom of binge watching. It will also focus on the past studies that deals with the factor of
perception among the consumers such as their opinions, enjoyment, satisfaction of the viewers
and the role that uses and gratifications play in binge watching.
2.1 Current television landscape
The landscape with respect to television has changed the climate of watching the shows
on the television in the modern era. With the help of the latest technologies at the beginning of
the century, it has helped in changing the nature of viewing television completely. The screen of
the television is not just present in the living rooms of the consumers only but has now been
dispersed in different avenues as well. The new services and the devices has helped in
contributing to a large extent that are associated with the practice of viewing the televisions,
which is based on the level of customization, control and navigation. Television is referred to the
system that is interrelated to the production, financial, distribution and engagement, which gets
renegotiated on the constant manner depending on the major upheavals within the industry. The
changes that happen affect the experience of television watching and allow the individuals to
customize their patterns of viewing. The new generation of consumers is accustomed with their
wants, as they know they can get it whenever they want and within their own time. Additionally,
the video services that are provided to the consumers on their demand plays an important role in

11BINGE WATCHING
changing the viewing pattern of the individuals. The manufacturers and producers of the
television shows are aware of the demands of the consumers, which has helped them in taking
control over the consumption of the product.
The most probable change within the television industry in the modern era is binge
watching, which has helped the producers of the series to change the method of distribution. The
onset of binge watching may not be ignored in the modern world, as the presence of television is
apparent on a global basis.
2.2 Appointment television
The history of television is categorized under the network era because the norms of
viewing were formed around the mass appeal and programs that were limited on fixed schedules.
This had led to the restriction of the control for the audience who were part of the television
viewers. The primary networks helped in controlling the television industry and provided non-
differentiating and uniform availability of the programs, which helped the viewers in controlling
the options of viewing the television programs according to their choices of time. The devotion
of the energy within the network helps in winning the primary slots so that the viewers can be
persuaded to watch the episodes on a regular basis, which they cannot afford to miss. The
meaning of appointment television is the description of the phenomenon that the viewers will
keep aside so that they can dedicate a particular time to watch the episodes of their favorite
shows. The shows that are viewed on the television are designed in such a way, which increases
the level of addiction of the viewers so that the shows can help in generating better ratings. A
show such as Dallas is a perfect example of appointment television, which had a top rating
according to the Nielsen rating during the period of 1980s because of the strong storyline that
was present in the television series.