Streaming Addiction and Psychological Outcomes: A Study of Netflix and Amazon Prime Use among Youth in Karachi

Abstract

In the era of 21st century, as innovation is rapidly developing on one hand, on the other hand individuals are seriously relying, depending and getting addicted to the online media step by step. The trend of binge-watching is increasing day by day as these applications are providing such addicting content and features that people do not refrain themselves to pay for the monthly subscriptions. The objectives of this study were to find out the psychological effects of Netflix and Amazon Prime binge-watching on the youth of Karachi. A sample of 384 respondents had been taken through close-ended questionnaires via electronic survey. To find out cause and effect linear regression had been applied and reliability of the variables had been checked through cronbach’s alpha. Research model has been developed on the basis of mentioned variables. The finding of the study concluded that binge watching had been affecting the youth of Karachi psychologically. It had been summarized that curiosity and difficulty in focusing created trouble for the youth as they usually get absent mind because they kept thinking about the series whole day long that what will be going to happen next so it created disturbance in focusing on their academics and other responsibilities. It was also concluded that creating depression, when don’t find someone to discuss the series with them such sense of loneliness affects them psychologically and creates depression. Moreover, respondents believe that addiction to binge watching had developed a sense of dependency among them as they usually seek help from someone who could carry out their routine task as they had to finish the series. Gratitude had also been proved to be one of the reason or consequence as the viewer after the hectic long day felt instant pleasure and relaxation upon watching their favorite series. According to the results all of the factors had been effecting the youth psychologically, though most of them are affecting positively except one which had negative effect. Karachi youth should be involved in some healthy activities, awareness programs or sessions should be conducted in order to inform them the negative side effects or consequences of extreme binge watching so that majority should be aware and avoid such activities.