Netflix Binge During Pandemic: The New Zealand Experience of Connected Isolation

During the COVID-19 pandemic, many New Zealanders turned to Netflix Party for virtual group-watching, according to a recent study published in the Journal of Popular Television. The research, which surveyed 391 participants, delved into the motivations behind this trend using the uses and gratifications theory.

The study found that factors such as binge-watching, seeking entertainment gratification, social engagement, and social influence played a significant role in driving group-watching through Netflix Party. Interestingly, the desire for informational purposes did not have a significant impact on this behavior.

Based on these findings, the study recommends that subscription video-on-demand (SVOD) providers enhance interactive features and privacy assurances to enhance user experience and loyalty. However, it’s important to note that the study had limitations, including a non-random sample and a focus on New Zealand, so caution should be taken when applying these findings to other populations or platforms.

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