Subsequently, Ofcom (2020) has reported that, amidst cinema hall closures and lockdowns, adults are spending a total of 1 h and 11 min on streaming services per day. The numbers continue to grow, especially now when people are quarantined in their homes due to the COVID-19 pandemic. For instance, Nielson has reported that 361,000 Netflix subscribers have seen all nine episodes of Stranger Things season 2 in one sitting within 24 h of its release ( Abrams, 2017). Such unlimited access to digital content has given rise to a growing trend known as “binge-watching” the consumption of multiple episodes of a show in one sitting. As of now, Netflix has over 208m paid subscribers worldwide, 74m of whom are in the USA ( Netflix, Inc., 2021). Its content library includes television shows, documentaries and feature films covering a wide range of genres and languages. Its streaming platform allows users to watch ad-free content anytime and anywhere over the Internet. is the champion in the online streaming revolution. The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Published in South Asian Journal of Marketing. Copyright © 2021, Kazi Turin Rahman and Md.
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