University of Twente Student Theses


Exploration of Video-On-Demand Watching Behaviour on YouTube and PS-ODVSP : an experience sampling study with regard to intentionality

Cordts, Florian (2019) Exploration of Video-On-Demand Watching Behaviour on YouTube and PS-ODVSP : an experience sampling study with regard to intentionality.

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Abstract:Binge-watching, which is usually defined as the ‘consecutive watching of 2-6 episodes of a TV-series’, is a novel media behaviour phenomenon facilitated by the rise of On-Demand Video Streaming Platforms (ODVSP). While the extensive consumption of video content is a frequently occurring behaviour (especially among students), research has failed to settle on a universal definition or measurements and struggled to identify whether excessive watching is a harmful or beneficial behaviour. Moreover, current research has neglected the various structural differences between streaming platform types, such as YouTube and Paid-Subscription On-Demand Video Streaming Platforms (PS-ODVSP) such as Netflix and Amazon Prime. Hence, there is a need to investigate the differences of peoples watching behaviour on the two platform types. Furthermore, Riddle et al. (2017) suggested to examine the prevalence rates of intentional (‘conscious choice by individuals to watch multiple episodes of a TV-program’) and unintentional (‘watching multiple episodes of the same program without having the goal of doing so’) watching behaviour, the latter being associated with addictive symptoms. An app-based Experience Sampling Method (ESM) study with n = 45 participants was conducted in which respondents answered a daily questionnaire every day over the course of 15 days. On average participants watched 68 minutes (SD = 47.692) or 1.92 episodes of video on demand (VOD) content, while exerting the same degree of intentionality (about 70%) on YouTube and PS-ODVSP each day. According to the findings, there is a need to differentiate between the two, since most individuals tend to focus on one platform, PS-ODVSP being by far the more extensively and frequently utilized platform type in this sample. Inter-participant watching behaviour was immensely variant exposing VOD watching as an inconsistent behaviour on a group level. Also, there were some indications that intra-participant behaviour is variant as well. Still, there is no connection between participants intentionality across platforms, suggesting an individual’s watching behaviour is related to personal factors (e.g. free time) or preferences. Correspondingly, watching behaviour was not dependent on the day of study. Future studies are recommended to investigate individual cases of heavy and unintentional binge-watching to effectively examine whether it is a possibly damaging behaviour. Furthermore, upcoming studies should pay attention to the utilized streaming platform type since behaviour on them is likely to vary.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
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