Role of Gratification, Fear of Missing Out (FOMO), and Self-control in Binge Watching Behaviour (BWB)
Streaming content on screens has become a common practice today. With the advent of AI and nudging, it is easier to lure viewers to continue watching the next episode or to opt for another program that aligns with their interests. Today, the media industry can capitalize on our viewing activities through AI; data-driven techniques ensuring that viewers spend maximum time on these platforms (Pilipets E. 2019) . This study investigates whether binge-watching is shared only amongst youngsters, as they keep themselves updated with the latest trends and events in the media industry. The findings indicate a significant association between gender and binge-watching behaviour, with higher levels of binge-watching observed amongst the age group 41 years and above. A sample of 149 respondents from the Mumbai region was studied. A model was developed to predict BWB using FOMO (Fear of Missing Out), Gratification, and Self-control as independent variables. The results revealed a strong positive correlation between binge-watching and FOMO (r = 0.61) and between binge-watching and gratification (r = 0.748). In contrast, a moderate negative correlation was found between self-control and binge-watching (r = -0.544). Self-control may not be the primary factor influencing binge-watching habits. However, advancements in technology are anticipated to offer viewers even more options. Therefore, adopting strategies such as self-discipline and self-restraint can help individuals manage short-term temptations and maintain a balanced lifestyle.
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