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Authors
Advisor(s)
Abstract(s)
A presente investigação tem como objetivo identificar as diferentes influências
que os conteúdos da Netflix têm no consumidor a nível nacional, percebendo, igualmente,
os hábitos de consumo dos consumidores perante as plataformas de streaming
audiovisuais, tendo como objeto de análise a série “The Queen’s Gambit”. Com a
expansão mundial da Netflix e a sua forma de lançar os conteúdos na plataforma de
streaming, um novo paradigma relacionado com o modo como estes são consumidos
surgiu: o binge-watching. Este caracteriza-se por uma maior imersão na história e no
papel das personagens, através de uma visualização mais ativa e duradoura, podendo levar
a mudanças de comportamento, tanto individuais como sociais. Um caso contemporâneo
desta influência é a série “The Queen’s Gambit”, que teve repercussões a nível mundial
relativas a mudanças comportamentais e hábitos de compra.
Os resultados obtidos neste estudo sugerem que os hábitos de visualização de
streaming variam conforme os traços psicológicos do consumidor, assim como as
gratificações que se procuram retirar do uso do mesmo. A duração dos conteúdos e a
envolvência com a narrativa e com as personagens são os principais fatores que fazem
das séries o formato mais visualizado, seguido dos documentários e da sua visualização
com fins utilitários e educativos. Relativamente às mudanças comportamentais, as
principais verificadas referem-se a alterações relacionadas com sustentabilidade e
alimentação, resultantes, principalmente, da visualização de documentários, que evocam
no consumidor algum awareness para os temas abordados.
ABSTRACT: The present investigation aims to identify the different influences that Netflix content has on consumers at a national level, while understanding the consumption habits of consumers related to audiovisual streaming platforms, having as object of analysis the series "The Queen's Gambit”. With the worldwide expansion of Netflix and its way of releasing content on the streaming platform, a new paradigm related to the way this is consumed has emerged: binge-watching. This is characterized by a greater immersion in the story and the role of the characters, through a more active and lasting visualization, which can lead to changes in behavior, both individual and social. A contemporary case of this influence is the series “The Queen’s Gambit”, which had worldwide repercussions regarding behavioral changes and purchase intentions. The results obtained in this study suggest that streaming viewing habits vary according to the consumer's psychological traits, as well as the gratifications that one seeks from using it. The duration of the content and the involvement with the narrative and the characters are the main factors that make the series the most viewed format, followed by documentaries and their viewing for utilitarian and educational purposes. Regarding behavioral changes, the main ones observed refer to changes related to sustainability and eating habits, resulting mainly from the viewing of documentaries, which evoke in the consumer some awareness of the topics covered.
ABSTRACT: The present investigation aims to identify the different influences that Netflix content has on consumers at a national level, while understanding the consumption habits of consumers related to audiovisual streaming platforms, having as object of analysis the series "The Queen's Gambit”. With the worldwide expansion of Netflix and its way of releasing content on the streaming platform, a new paradigm related to the way this is consumed has emerged: binge-watching. This is characterized by a greater immersion in the story and the role of the characters, through a more active and lasting visualization, which can lead to changes in behavior, both individual and social. A contemporary case of this influence is the series “The Queen’s Gambit”, which had worldwide repercussions regarding behavioral changes and purchase intentions. The results obtained in this study suggest that streaming viewing habits vary according to the consumer's psychological traits, as well as the gratifications that one seeks from using it. The duration of the content and the involvement with the narrative and the characters are the main factors that make the series the most viewed format, followed by documentaries and their viewing for utilitarian and educational purposes. Regarding behavioral changes, the main ones observed refer to changes related to sustainability and eating habits, resulting mainly from the viewing of documentaries, which evoke in the consumer some awareness of the topics covered.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Streaming Binge-watching Netflix Mudança de comportamento Behavior change
Citation
Paulo, R.M. (2022). Influência dos conteúdos da Netflix no comportamento dos consumidores: o caso da série “The Queen’s Gambit” [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15674
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social