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Audience Experience Transformed by the Covid-19 Pandemic: A View to Digital Platforms Based on Netflix

Year 2021, , 302 - 325, 31.12.2021
https://doi.org/10.31123/akil.988565

Abstract

The audience experience is transforming from the passive and one-sided traditional media audience to an active, binge-watching, digital audience using multiple screens. Major international digital platforms such as Netflix, Disney+, and Amazon Prime, which are effective in this transformation process, aim to ensure that the audience spends more time streaming. Netflix, which stands out among other digital platforms with its larger number of users, draws a different path in terms of viewing experience with binge-watching, Teleparty options, and new production formats such as mini-series. This study investigates how the Netflix platform and its audience underwent a change in terms of digital experience during the pandemic. In addition, the effects of this transformation of experience on the interaction between the audience and the platform and the motivational outputs of the spectacle experience constitute the main questions of the research. As an original approach the triangulation method was used in the study, thus a mixed-methods approach (participatory action research, online survey, and participatory observation-based qualitative interpretation) that methodically verifies each other was adopted. The results of the study conducted with Turkish Netflix viewers (n =400) demonstrated that there was an accelerated transformation in the experience of the digital platform viewers in terms of streaming time during the Covid-19 pandemic and in some cases underwent a spatial transformation. The instrumental transformation of the digital platform and its audience was found to be weakly associated with the Covid-19 pandemic.

References

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  • Cooper, R., & Tang, T. (2009). Predicting Audience Exposure to Television in Today’s Media Environment: An Empirical Integration of Active-Audience and Structural Theories. Journal of Broadcasting & Electronic Media, 53(3), 400-418. https://doi.org/10.1080/08838150903102204
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  • Jenner, M. (2019). Control Issues: Binge-watching, channel-surfing and cultural value. 16(2), 21. Jenner, M. (2020). Researching Binge-Watching. Critical Studies in Television: The International Journal of Television Studies, 15(3), 267-279. https://doi.org/10.1177/1749602020935012
  • Julien, H. (2008). The SAGE encyclopedia of qualitative research methods (L. M. Given, Ed.). Los Angeles, Calif: Sage Publications.
  • Kulak, Ö. (2020). The Binge-watching Experience on Netflix. Journal of Art, Design & Science, (24), 45-55. doi: 10.17484/yedi.730496
  • Lewin, K. (1946). Action Research and Minortiy Problems. Journal of Social Issues, (2), 34-46. https://spssi.onlinelibrary.wiley.com/doi/full/10.1111/j.1540-4560.1946.tb02295.x
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  • Livingstone, S. (2002). Young People and New Media. London. https://www.researchgate.net/publication/248492147
  • Livingstone, S. (2003). The changing nature of audiences: From the mass audience to the interactive media user. İçinde A. Valdivia (Ed.), Companion to Media Studies. London: LSE Research Online. http://eprints.lse.ac.uk/archive/00000417
  • Mann, G., Venturini, F., Murdoch, R., Mishra, B., Moorby, G., & Carlier, B. (2015). Digital Video and the Connected Consumer (ss. 1-10). Accenture.
  • Matrix, S. (2014). The Netflix Effect: Teens, Binge Watching, and On-Demand Digital Media Trends. Jeunesse: Young People, Texts, Cultures, 6(1), 119-138. https://doi.org/10.1353/jeu.2014.0002
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  • Merikivi, J., Salovaara, A., Mäntymäki, M., & Zhang, L. (2018). On the way to understanding binge watching behavior: The over-estimated role of involvement. Electronic Markets, 28(1), 111-122. https://doi.org/10.1007/s12525-017-0271-4
  • Mikos, L. (2016). Digital Media Platforms and the Use of TV Content: Binge Watching and Video-on-Demand in Germany. Media and Communication, 4(3), 154-161. https://doi.org/10.17645/mac.v4i3.542
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  • Neate, T., Jones, M., & Evans, M. (2017). Cross-device media: A review of second screening and multi-device television. Personal and Ubiquitous Computing, 21(2), 391-405. https://doi.org/10.1007/s00779-017-1016-2
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Covid-19 Pandemisinde İzleyici Deneyimi: Netflix Ekseninde Dijital Platformlara Bakış

Year 2021, , 302 - 325, 31.12.2021
https://doi.org/10.31123/akil.988565

Abstract

İzleyici deneyimi, geleneksel medya izleyicisinin pasif ve tek yönlü halinden; aşırı izleme yapan, çoklu ekran kullanan aktif bir dijital izleyiciye evrilmesiyle dönüşümünü sürdürmektedir. Bu dönüşümde etkili olan Netflix, Disney+, Amazon Prime gibi başlıca uluslararası dijital platformlar, izleyicinin seyirlik alanlarında daha fazla vakit geçirmesini sağlama amacı gütmektedir. Dijital platformlar arasında kullanıcı sayısıyla öne çıkan Netflix ise aşırı izleme, uzaktan birlikte izleme seçenekleri ve mini dizi gibi yeni yapım formatlarıyla seyir deneyimi açısından farklı bir yol çizmektedir. Bu çalışmada örneklem olarak seçilen Netflix platformunun ve izleyicisinin pandemi döneminde nasıl bir dijital deneyim değişimi geçirdiği araştırılmaktadır. Ayrıca, bu deneyim dönüşümünün izleyici ve platform bağlamında birbirlerine olan etkisi ve seyirlik deneyimin hangi motivasyonel çıktılara dönüştüğü konuları da araştırmanın temel sorularını oluşturmaktadır. Araştırmada orijinal bir yöntem yaklaşımı olarak, üçgenleştirme (triangulation) tekniğine başvurulmuş, yöntemsel olarak birbirinin sağlamasını yapan, karma bir yöntem yaklaşımı (katılımcı eylem araştırması, çevrim içi anket ve katılımcı gözlem temelli nitel yorumlama) benimsenmiştir. Netflix Türkiye izleyicileri ile gerçekleştirilen çalışmanın sonucunda (n=400), dijital platform izleyici deneyiminin Covid-19 pandemisi döneminde seyirlik zaman dönüşümünün hızlandığı ve kimi durumlarda da mekânsal bir dönüşüm geçirdiği ortaya konulmuştur. Dijital platform ve izleyicisinin araçsal yönden dönüşümünün ise Covid-19 pandemisi ile ilişkisi zayıf bulunmuştur.

References

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  • Auletta, K. (2014, Şubat). Outside the box: Netflix and the future of television. The New Yorker, ss. 55-61. https://www.newyorker.com/magazine/2014/02/03/outside-the-box-2
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  • Erdal Aytekin, P. (2019). Hatırlamanın Masum Hali: Arzu Film Ekolü ve Ertem Eğilmez Sinemasıyla Hatırlamak. İstanbul: Agora Kitaplığı.
  • Gümüş, B. (2021). Maraton İzleyiciliğinden Aşırı İzlemeye: Netflix’in İzleme Alışkanlıklarına Etkisi. (37), 1-23. https://doi.org/10.17829/turcom.862011
  • Hanchard, M., Merrington, P., & Wessels, B. (2021). Screen Choice: The Relations, Interactions and Articulations of Watching Film. Open Screens, 4(1), 6. https://doi.org/10.16995/os.35
  • Hanich, J. (2018). The audience effect: On the collective cinema experience. Edinburgh: Edinburgh University Press.
  • Horeck, T., Jenner, M., & Kendall, T. (2018). On binge-watching: Nine critical propositions. Critical Studies in Television: The International Journal of Television Studies, 13(4), 499-504. https://doi.org/10.1177/1749602018796754
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  • Jenner, M. (2014). Is this TVIV? On Netflix, TVIII and binge-watching. New Media & Society, 18(2), 257-273. https://doi.org/10.1177/1461444814541523
  • Jenner, M. (2018). Netflix and the Re-invention of Television. Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-94316-9
  • Jenner, M. (2019). Control Issues: Binge-watching, channel-surfing and cultural value. 16(2), 21. Jenner, M. (2020). Researching Binge-Watching. Critical Studies in Television: The International Journal of Television Studies, 15(3), 267-279. https://doi.org/10.1177/1749602020935012
  • Julien, H. (2008). The SAGE encyclopedia of qualitative research methods (L. M. Given, Ed.). Los Angeles, Calif: Sage Publications.
  • Kulak, Ö. (2020). The Binge-watching Experience on Netflix. Journal of Art, Design & Science, (24), 45-55. doi: 10.17484/yedi.730496
  • Lewin, K. (1946). Action Research and Minortiy Problems. Journal of Social Issues, (2), 34-46. https://spssi.onlinelibrary.wiley.com/doi/full/10.1111/j.1540-4560.1946.tb02295.x
  • Livingstone, S. (1998). Relationships between media and audiences: Prospects for audience reception studies. Içinde T. Liebes & J. D. Curran (Ed.), Media, ritual and identity: Essays in honor of Elihu Katz. (ss. 237-255). London: Routledge. http://eprints.lse.ac.uk/1005/
  • Livingstone, S. (2002). Young People and New Media. London. https://www.researchgate.net/publication/248492147
  • Livingstone, S. (2003). The changing nature of audiences: From the mass audience to the interactive media user. İçinde A. Valdivia (Ed.), Companion to Media Studies. London: LSE Research Online. http://eprints.lse.ac.uk/archive/00000417
  • Mann, G., Venturini, F., Murdoch, R., Mishra, B., Moorby, G., & Carlier, B. (2015). Digital Video and the Connected Consumer (ss. 1-10). Accenture.
  • Matrix, S. (2014). The Netflix Effect: Teens, Binge Watching, and On-Demand Digital Media Trends. Jeunesse: Young People, Texts, Cultures, 6(1), 119-138. https://doi.org/10.1353/jeu.2014.0002
  • McKeever, V. (2020, Mart 31). Coronavirus lockdowns are making the working day longer for many. CNBC. https://www.cnbc.com/2020/03/30/coronavirus-lockdowns-are-making-the-working-day-longer-for-many.html
  • Merikivi, J., Salovaara, A., Mäntymäki, M., & Zhang, L. (2018). On the way to understanding binge watching behavior: The over-estimated role of involvement. Electronic Markets, 28(1), 111-122. https://doi.org/10.1007/s12525-017-0271-4
  • Mikos, L. (2016). Digital Media Platforms and the Use of TV Content: Binge Watching and Video-on-Demand in Germany. Media and Communication, 4(3), 154-161. https://doi.org/10.17645/mac.v4i3.542
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  • Mullen, M. G. (2003). The rise of cable programming in the United States: Revolution or evolution? Austin: TX: University of Texas Press.
  • Neate, T., Jones, M., & Evans, M. (2017). Cross-device media: A review of second screening and multi-device television. Personal and Ubiquitous Computing, 21(2), 391-405. https://doi.org/10.1007/s00779-017-1016-2
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  • Önder, N. (2021, Nisan 4). Pandemi dijital dönüşümü de dönüştürdü. Marketing Türkiye. https://www.marketingturkiye.com.tr/haberler/pandemi-dijital-donusumu-de-donusturdu/
  • Özel, S., & Durmaz, T. (2020). Yeni Nesil İzleme Pratikleri: Tıkınırcasına İzlemek. Marmara Üniversitesi Öneri Dergisi. https://doi.org/10.14783/maruoneri.791122
  • Özgün, A., & Treske, A. (2021). Süreğen Medya Platformları: İzleyici Etkinliğinin Dönüşümü ve Toplumsal Etkileri. İlef Dergisi. https://doi.org/10.24955/ilef.933277
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There are 63 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Neslihan Erdem 0000-0002-2506-3564

Behiç Alp Aytekin 0000-0001-9121-6445

Publication Date December 31, 2021
Submission Date August 30, 2021
Published in Issue Year 2021

Cite

APA Erdem, N., & Aytekin, B. A. (2021). Covid-19 Pandemisinde İzleyici Deneyimi: Netflix Ekseninde Dijital Platformlara Bakış. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(36), 302-325. https://doi.org/10.31123/akil.988565