Personality dictates binge-watching: Study reveals why we can't stop streaming

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A recent Acta Psychologica study investigates nan domiciled of characteristic traits connected over-the-top (OTT) work usage and binge-watching.

 SeventyFour / Shutterstock.com Study: The effect of characteristic traits connected over-the-top work usage and binge-watching. Image Credit: SeventyFour / Shutterstock.com

The arena of binge-watching and OTT services

A world summation successful nan usage of OTT media services, specified as Disney+, Amazon Prime Video, and Netflix, has been documented. In nan United States, astir 80% of nan organization has astatine slightest 1 streaming work subscription, frankincense demonstrating wide user liking successful OTT content.

Binge-watching describes watching aggregate episodes of a tv bid successful a azygous sitting. Since nan inception of OTT platforms, astir 75% of consumers person binge-watched astatine slightest immoderate content. Although OTT usage and binge-watching person go a wide phenomenon, fewer studies person investigated nan psychological characteristics associated pinch an individual's binge-watching trait.

Every personification is inherently different successful their technology-related interests. Therefore, differential OTT usage and binge-watching patterns are, to a definite extent, linked to characteristic traits for illustration cognition, emotion, and behaviors. These characteristic traits are robustly associated pinch biology and biologic factors. 

Since a important information of nan world organization is shifting towards OTT services, it is important to understand nan psychological inheritance down OTT usage and binge-watching. 

About nan study

The existent study evaluated nan Big Five characteristic traits, which see affectional stability, openness to experience, conscientiousness, extraversion, and agreeableness. An individual's request for cognition, which refers to their willingness to beryllium progressive successful effortful and thoughtful activities, was besides assessed.

The study's cardinal nonsubjective was to archive grounds that characteristic traits and request for cognition are associated pinch OTT usage and binge-watching. The researchers besides investigated whether regular and non-daily OTT usage power nan relation betwixt characteristic traits and binge-watching.

A divers and ample cohort that resembled nan Korean organization was utilized for nan analysis. Relevant information were provided by nan Korean Information Society Development Institute.

The mean property of nan cohort was 52.5 years, 54.9% of whom were female. All study participants had either an undergraduate aliases precocious schoolhouse degree, and astir of nan cohort was married.

Study findings

Personality traits were recovered to importantly effect OTT usage and binge-watching to immoderate extent. However, binge-watching was not importantly associated pinch different physiological variables. 

OTT usage importantly correlated pinch property and education. Moreover, individual-level differences successful characteristic traits influenced OTT usage somewhat, pinch nan effect size ranging betwixt 10-30%.

The probability of utilizing OTT services depends connected an individual's openness to acquisition and request for cognition. Since openness to acquisition is characterized by one's inclination to acquisition and adopt caller ideas, this trait could beryllium associated pinch one's willingness to watch different OTT contented connected different platforms. 

The request for cognition was besides positively correlated pinch OTT use. This could beryllium because individuals inherently gravitate towards cognitively challenging materials, specified arsenic original bid pinch convoluted land and documentaries. Importantly, further studies are needed to corroborate this observation.

A antagonistic relationship was observed betwixt binge-watching and an individual's affectional stability, conscientiousness, openness to experience, and request for cognition. A akin inclination was observed for regular OTT users, moreover erstwhile nan sample was stratified by OTT frequency. In summation to nan request for cognition, characteristic traits showed nary effect connected binge-watching for non-daily OTT users.

Extraversion was negatively correlated pinch OTT use, perchance owed to nan deficiency of penchant for being unsocial to watch OTT content. However, these individuals mightiness beryllium prompted to watch for socialization purposes. This resulted successful a conflicting relation betwixt extroverts and OTT use.

A akin neutralizing inclination was observed betwixt conscientiousness and OTT use. Conscientious group exhibited amended self-control and were little prone to distraction and impulsivity.

Previous studies person shown that binge-watching could beryllium an perfect measurement to header pinch affectional distress, specified arsenic frustration, anxiety, and anger. Emotionally unchangeable individuals are little inclined to binge-watch OTT content, arsenic they do not require binge-watching arsenic an flight route. 

Individuals pinch debased affectional stableness and conscientiousness thin to for illustration animation, cartoons, and cult classics. However, those pinch a higher request for cognition for illustration contented linked to governmental and societal issues.

Conclusions

The existent study revealed that characteristic traits, peculiarly openness to experience, positively power binge-watching for addictive OTT users. This study has applicable implications for businesses associated pinch OTT services.

A amended knowing of characteristic traits that power binge-watching tendencies could beryllium utilized to create contented tailored for definite consumers. Furthermore, policies and regulations could besides beryllium developed to forestall nan adverse effects for regular OTT consumers pinch binge-watching tendencies. 

Journal reference:

  • Lee, J., Shokparova, A., Asrymbetova, Z., et al. (2024) The effect of characteristic traits connected over-the-top work usage and binge-watching. Acta Psychologica. 245, 104234. doi:10.1016/j.actpsy.2024.104234