Nada Eman¹* and Ahmed Ghazal²

¹Department of Marketing and International Business, Arab Academy for Science, Technology and Maritime Transport, Alexandria, Egypt; and ²Department of Media Management, Arab Academy for Science, Technology and Maritime Transport, Alexandria, Egypt. 

*Correspondence: nadaeman@hotmail.com (Nada Eman, Lecturer, Department of Marketing and International Business, Arab Academy for Science, Technology and Maritime Transport, Alexandria, Egypt).

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ABSTRACT 

This study evaluates Egyptian Netflix members' binge-watching tendencies during the COVID-19 pandemic. Binge-watching has been studied internationally, although Egypt and the Middle East are understudied. 340 Egyptian Netflix members were surveyed online. The research examined binge-watching causes and consequences during the COVID-19 epidemic. Boredom and relaxation were why Egyptians binge-watched Netflix throughout the epidemic. Lockdowns and idle periods increased binge-watching. Users reported squandered time and loneliness from binge-watching. This study illuminates Egyptian Netflix members' COVID-19-related binge-watching. The findings show that binge-watching may reduce stress and social isolation and squander time and loneliness. This study expands our understanding of Middle Eastern media habits and emphasizes the necessity for localized binge-watching studies. 

Keywords: Binge-watching, Netflix, Consumer behavior, Media management, and Gratification theory.

Citation: Eman N., and Ghazal A. (2024). Binge-watching during COVID-19: motives and consequences of Netflix Binge-watching as a media consumption behavior, Br. J. Arts Humanit., 6(2), 64-79. https://doi.org/10.34104/bjah.024064079

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