Mareike Jenner’s article focuses on how Netflix has redefined television and introduces the phenomenon of Binge Watching Netflix. She credits Netflix for changing the way we watch TV, from a traditional linear viewing model to a non-linear, self-selecting viewing model. In addition, she discussed how Netflix uses big data and algorithms to recommend content to meet the personalized needs of users.
Amanda Lotz’s article discusses the nonlinearity of Internet distributed television from a theoretical perspective. She believes that the emergence of Internet distributed TV allows viewers to watch their favorite programs at any time and any place, and this non-linear viewing mode is fundamentally different from the traditional linear viewing mode. She also further analyzed the impact of this non-linear viewing mode on the production and dissemination of TV programs.

Netflix’s innovation opened up new business models and strategies for TV series, resulting in this “binge watching” model. Changed the way we watch TV in a number of ways.

Such as, user experience-centric: Netflix advocates a management approach of “removing control” and “honest communication”, with good user experience as the center. It will fine-tune the service according to cultural differences in different regions to meet the needs of different users.

Second, change the viewing model: Before Netflix, viewers needed to watch a show according to the time it was broadcast. But the advent of Netflix has allowed viewers to watch shows at any time, anywhere, on their own schedule. This non-linear viewing mode is more in line with the pace of modern life.
Changing the pricing model: Netflix has launched an online subscription and mail-based movie rental service, changing the core model of the industry from “pay-per-view” to “monthly subscription” and doing away with the “overtime fees” that have long plagued the movie rental industry. For a flat monthly membership fee, users can keep a movie DVD for an unlimited amount of time and return it the next time they need to rent another movie.

Notably, the innovation driving the way the series is made: Netflix released every episode of the show’s first season at the same time, introducing viewers to the concept of binge watching. This approach allows for more flexibility and boldness in the production of TV series, which are no longer limited by the time and number of episodes on traditional TV stations.” The phenomenon of “Binge Watching Netflix” is largely due to the unlimited access to digital content that Netflix offers. This mode of viewing allows viewers to watch multiple episodes at once, creating a “binge-watching” trend. In addition, the study found that lockdown measures, especially during the COVID-19 pandemic, gave consumers more free time to immerse themselves in this viewing mode. (Sigre-Leirós, 2023)

As a model of streaming TV, Netflix’s successful business model and strategy have had a profound impact on the world. By shifting from DVD rentals to streaming, Netflix has not only changed traditional production practices, but also ushered in new consumption models. This shift has transformed Netflix from a single content distribution company into a company that produces and distributes movies and television.
In the age of Netflix, this convergence of production and consumption models provides viewers with more personalized choices. Netflix’s algorithmic recommendation system is its unique strength in being able to recommend content to users based on their viewing history and preferences, which improves customer satisfaction and retention.
However, as competition in the streaming market intensifies, Netflix is also facing challenges from emerging streaming platforms such as Disney+. This requires Netflix to constantly innovate and adapt its strategy to maintain its leading position in the industry.

Reference:

Sigre-Leirós, V. (2023). Binge-Watching in Times of COVID-19: A Longitudinal Examination of Changes in Affect and TV Series Consumption Patterns During Lockdown. Psychology of Popular Media, 12(2), 173–185. https://doi.org/10.1037/amp0000164

By Qi Liu