Özet:

Thanks to the advancing technology, the content produced for television broke away from the television itself as its medium and reached the audience through many different channels, which brought about effects on viewing practices. Binge-watching, which has emerged with the spread of new distribution channels, is one of the most concrete examples of these effects. Binge-watching, which is especially associated with consecutive viewing of series broadcast over the Internet, is also used as a marketing strategy by Netflix, an OTT platform. This research aims to examine the motivations and practices of binge-watching that influence binge-watching behavior. Our study, which is placed on the axis of the uses and gratifications approach, focuses on the reasons why the audience watches television and expands towards user consumption practices brought with the spread of the Internet and aims to reveal the impact of very often expressed motivations on binge-watching. For this purpose, a survey was conducted over the Internet, and the data obtained from the participants were examined using descriptive statistics and factor analysis. As a result of factor analysis, it was found out that motivations were factorized in a 5-pattern structure and that those who followed the series, especially from platforms requiring paid membership, did more binge-watching.

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