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Netflix ur ett användarperspektiv: En kvalitativ studie om Binge Watching, tittarvanor och teknikens betydelse
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Netflix from a user perspective : A qualitative study about Binge Watching, viewing habits and the technical influence (English)
Abstract [sv]

Syfte: Studien syftar till att få en djupare förståelse i hur användarens tittarvanor påverkas av Netflix design och teknik, och huruvida dessa uppmuntrar användaren till Binge Watching.

Teori: Studien använder sig främst av Sidneyeve Matrix (2014) teori och forskning om det tekniska fenomenet Binge Watching från artikeln “The Netflix Effect: Teens, Binge Watching and on Demand Media Trends” samt Jonas Löwgrens (2002) teori om kvalitet på användning från artikeln “The use qualities of digital designs, draft 1.0”. Även Gunnar Nygren och Ingela Wadbrings (2013) forskning om den tekniska utvecklingen från publikationen “På väg mot medievärlden 2020” används i undersökningen.

Metod: Studien utgår från en kvalitativ forskningsmetod baserad på enskilda djupgående intervjuer.

Resultat: Resultatanalysen indikerar att Netflix teknik och funktioner har en stor påverkan på användaren och dess tittarvanor. Informanterna upplever att de utan dessa funktioner inte hade använt tjänsten i lika stor utsträckning och att en lojalitet och känslomässig hängivenhet upprättats efter Netflix många taktiker att förbättra den personliga användarupplevelsen. De tekniska funktionerna har även resulterat i att samtliga informanter kontinuerligt Binge Watchar och inte sällan ser fler avsnitt av en serie än från början tänkt.

Abstract [en]

Purpose: The study aims to gain a deeper understanding of how the users viewing habits are influenced by Netflix design and technology, and whether they encourage the user to Binge Watching.

Theory: The study mainly uses the theory and research by Sidneyeve Matrix (2014) on the technical phenomenon Binge Watching from the article “The Netflix Effect: Teens, Binge Watching and on Demand Media Trends” and the theory about the use qualities by Jonas Löwgren (2002) from the article “The use qualities of digital designs, draft 1.0”. The research on technological developments by Gunnar Nygren and Ingela Wadbring (2013) from the publication “På väg mot medievärlden 2020” is also used in this study.

Method: The study is based on a qualitative research method based on individual in-depth interviews.

Results: The result analysis indicates that Netflix technologies and features have a transparent impact on users and their viewing habits. The informants felt that they without these features would not have used the service to the same extent and that loyalty and emotional commitment was established due to the many tactics Netflix used to improve the personal user experience. The technical features have also resulted in an increased Binge Watching for all of the informants who also often view more episodes of a series than originally thought. It also became clear that it was the technology, features and wider range that made Netflix the most preferred VoD service among the informants.

Place, publisher, year, edition, pages
2015. , 52 p.
Keyword [sv]
Video on Demand (VoD), Binge Watching, Netflix, Streaming, Digital medieutveckling, Användarupplevelse, Personalisering
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:sh:diva-30078OAI: oai:DiVA.org:sh-30078DiVA: diva2:931541
Subject / course
Media Technology
Uppsok
Technology
Supervisors
Examiners
Available from: 2016-05-30 Created: 2016-05-28 Last updated: 2016-05-30Bibliographically approved

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Citation style
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