EVALUATION OF BINGE WATCHING BEHAVIOUR AMONG TELEVISION VIEWERS IN SOUTH - EAST NIGERIA
Abstract
Binge watching refers to exposure to multiple consecutive episodes of the same TV-show through a channel which could be television, laptop, computer or tablet computer screen. It has to do with quantity of time spent watching series of programmes or the number of series of a programme watched just in one sitting. This study investigated the motivations for binge viewing among viewers in South East geopolitical zone of Nigeria during the COVID-19 lockdown of 2020. The objectives of this study aimed to ascertain the level of binge watching among viewers (light, medium, heavy) Covid-19 lockdown, and to find out the dominant motivations for binge watching among viewers in the South East geopolitical zone of Nigeria during Covid-19 lockdown. The other objectives are to know the type of programme that influenced binge viewing among respondents during Covid-19 lockdown, and to ascertain the extent to which viewer engagement influences binge viewing among respondents. Furthermore, the study also aimed to ascertain whether there is a significant relationship between platform diversity, viewing environment, programme type and binge watching among viewers in the South East geopolitical zone. The survey research design was used in the study. Cozby’s sample size determination table was used to arrive at a sample size of 384 and the purposive sampling technique was used to identify respondents of the study. Copies of the questionnaire were distributed to respondents residing in the capitals of the three states selected for the study which are Enugu in Enugu State, Awka in Anambra State, and Owerri in Imo State Abakiliki in Ebonyi state and umuahia for Abia state. The findings of the study revealed that majority of the respondents were light and medium binge viewers during the Covid-19 lockdown, having 3.9 and 3.6 mean distribution respectively. It was further revealed that the programmes that influenced their binge behaviour were drama, comedy, action thriller, and reality tv shows, and that attachment to the characters or programme plot, also known as viewer engagement, influenced binge viewing. Among the factors that motivated binge viewing were relaxation, escape, to get rid of boredom, and entertainment. The study recommended self-regulation among viewers since this plays an important part in how frequently an individual engages in binge watching. With lower levels of self-regulation, individuals might binge watch without considering the side effects of this behaviour. The study developed the Emotional Gratifications Model (EGM) which says that what viewers actually seek to gratify in movies is emotional involvement, not just mere exposure to the plot of the movie or programme. This serves as the contribution of the study to knowledge in the field of communication and media studies.
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