In 2013 Netflix made a decision that has arguably transformed the way we watch programs in the 21^st century. Netflix decided to release all 13 episodes of one of its first exclusive shows House of Cards (2013-2018) on the same day. Having all episodes readily available rather than weekly releases allowed subscribers to effectively ‘binge’ a series within a matter of days and in time as more series released in a similar fashion brought ‘binge watching’ which was “a relatively marginalised practice … into the ‘mainstream’” (Jenner, 2018:109).

Jenner (2018) suggests that for Netflix, binge watching isn’t just a way to watch their shows but has also become the model way for how subscribers should be watching their shows. Although subscribers may view themselves as the ones in control of what they watch within the TVIV era this may not be totally correct and instead are influenced by streaming platforms like Netflix with the illusion of control. An example is when an episode ends the subscriber could choose to stop watching or it could let Netflix make the choice through its automatic next episode button.

If you look at the front page of Netflix’s web or app portal, you will find yourself presented with range of shows to watch which are split into sections such as ‘trending now’ and ‘popular on Netflix’. Although new subscribers can decide what to watch and binge, their viewing habits are collected and used with algorithms “to limit choice by highlighting programmes it determines relevant to the viewer” (Jenner, 2018:110). Looking at it from this perspective Netflix takes control of its subscribers by making binge watching the normalised way to view shows and then to keep them on the platform it uses algorithms to generate interest in programmes that it thinks the subscriber will like and will want to binge watch next.

James Hutchinson (BA 33662498)

References

House of Cards (2013-2018). USA: Netflix

Jenner, M. (2018). Netflix and the Re-invention of Television. Switzerland: Palgrave Macmillan