Addicted to Entertainment. Netflix Consumption Experience of Young Peruvians

DOI

10.2991/978-94-6463-596-6_41How to use a DOI?

Keywords

Brand experience; Consumer experience; Streaming; Netflix

Abstract

Streaming services have changed the way films and TV shows are consumed. Different companies are constantly competing to attract and keep their subscribers, with Netflix being the leader in the Peruvian market. The present research aims to know the Netflix consumption experience of young Peruvians in order to understand the factors that determine their preference. For this study we follow the experiential marketing model proposed by Schmitt, who points out that the consumer experience of a company makes the difference with others when factors such as sensations, feelings, thoughts, actions and relationships generated in the customer are considered. The research has a qualitative approach and 20 interviews were conducted with young people between 25 and 30 years of age in Metropolitan Lima who maintain a Netflix subscription. The research found that Netflix provides a satisfactory consumption experience in all the factors considered in experiential marketing, being remarkable the feelings of happiness when finding the film or TV show they want to watch and the assured entertainment provided by the platform. In addition, they recognize that the unlimited streaming service is addictive, so they try to binge watch when they have enough free time.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jh’sdly Di Melany Fabian-Bernal
AU  - Jorge Lucas Vargas-Sardon
AU  - Maria Pia Valdivia-Rossel
PY  - 2024
DA  - 2024/12/17
TI  - Addicted to Entertainment. Netflix Consumption Experience of Young Peruvians
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 468
EP  - 479
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_41
DO  - 10.2991/978-94-6463-596-6_41
ID  - DiMelanyFabian-Bernal2024
ER  -