‘Are you still watching?’ – A study on the predictors of the problematic practice of binge-watching

Abstract

By implementing innovative ways of accessing the media, video-on-demand services have renewed the concept of watching television, leading to the growth and popularity of social behavior of content consumption in the form of marathons, known as binge-watching. There is an increase in literature discussions about potential adverse outcomes that can arise from the excess of these marathons. It is because the adversities of its excessive use can affect its users in the social, physical, and mental spheres. Given the relevance of this social problem, this research aims to understand the main determining predictors of the problematic practice of binge-watching. The research sample consisted of binge-watching practitioners (n=467). The linear and multivariate methods used Structural Equation Modeling by Partial Least Squares (SEM-PLS) and Necessary Condition Analysis (NCA). As a result, the study showed that the practice, associated with the psychological predisposition of individuals, can lead to the development of negative symptoms similar to addiction to various technologies, compromising the individual’s life both physically and psychologically. This phenomenon intensified during the COVID-19 pandemic when binge-watching was used for distractions, entertainment, and the management of negative sensations arising from the pandemic. Finally, this research contributes to the proposition of an original theoretical model on the problematic practice of binge-watching. It brings elements to reflect from the ESG point of view, as companies must commit to their social governance, thinking of strategies to optimize the obtaining profits, in the present study, subscriptions, without compromising the health of individuals.