Netflix viewing behaviours in relation to introversion and extraversion
Abstract
The present study aimed to examine the effects of being either introverted or extraverted in relation to participant viewing habits and behaviours when using the Video-On-Demand service, Netflix. Areas of examination included participant influential and motivational factors when choosing content to watch, as well as viewing behaviours such as ‘binge-watching’. Ninety-one participants completed an online Introversion, Extraversion and Netflix questionnaire, composed of the McCroskey Introversion Scale (Richmond & McCroskey, 1998) and also items regarding Netflix usage. Responses formed ‘Selecting’, ‘Sharing’ and Behaviour’ scores for participants, the means of which were compared between Introverted - Extraverted, and High Introvert/ Extravert - Moderate groups. The results of independent T-tests carried out indicated no significant difference in how Netflix is used between groups as hypothesised. Additional analysis between Male and Female groups indicated a significant difference between group ‘Sharing’ scores. A one-way analysis of variance (ANOVA) indicated a significant difference existed between participant age brackets regarding ‘Behaviour’ scores. Results, strengths and limitations of the study and suggestions for further research are discussed.
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