Afectación del hate-watching en la marca Netflix : hábitos de consumo de los centennials.

Abstract

With an emphasis on the viewing preferences of centennials, this study attempts to examine the impact of the hate-watching phenomenon on Netflix's brand. The necessity to comprehend how this phenomenon affects people's perceptions of the streaming platform and provide information for marketing and communication initiatives justifies the study. A mixed-methods strategy was used, integrating quantitative and qualitative methods. To determine the extent of hate-watching and to identify important research participants, questionnaires were first carried out. Then, through journals, comprehensive information on consumption patterns, user experiences, and emotions was gathered. To further comprehend the journal participants' viewpoints and get deeper into their comments, a focus group was conducted with them in addition to this. Expert interviews gave a more comprehensive context for the significance of this phenomena for the entertainment business by connecting the findings to the theoretical framework. The findings demonstrated that, indeed, hatewatching hurts Netflix's brand, which influences people's decisions to subscribe and stay loyal. Furthermore, it was discovered that the complex dynamic that hate-watching produces between the consumption of material and brand perception—where it is frequent or manipulative—may result in a decline in the number of users that are interested in the platform. The results emphasize how important it is to comprehend this phenomenon in order to effectively and appropriately manage it.