As drama episodes progress, the time spent watching the works on Netflix rather than on TV has been found to increase. This analysis statistically confirmed the viewers' phenomenon of 'binge-watching dramas.'
On the 22nd, a paper titled "An Exploratory Study on TV Viewing in a Multi-Channel Media Environment: Focusing on Netflix Viewing Time," published in the Journal of Visual Culture Content Research by Professor Yoon Sang-ho of Korea University's Department of Media Studies and others, drew this conclusion.
The research team analyzed the ratings and viewing time data of 14 dramas produced in South Korea from July 2021 to December last year that were simultaneously released on both TV and Netflix.
The dramas selected for the study ranked in the global top 10 in terms of Netflix viewing time and were also broadcast on domestic TV networks.
The selected works include "Hospital Playlist," "Hometown Cha-Cha-Cha," "Gentleman and Ladies," "The King's Affection," "Our Beloved Summer," "Forecasting Love and Weather," "Twenty-Five Twenty-One," "Business Proposal," "My Liberation Notes," "Our Blues," "Alchemy of Souls," "Extraordinary Attorney Woo," "Little Women," and "Shuroop."
The research team used the concept of the "Total Viewing Time Ratio" (CANT index). The CANT index is the value obtained by dividing Netflix viewing time by TV viewing time. For example, if Netflix viewing time is 1 hour and TV viewing time is 10 hours, the CANT index is 0.1.
The study results showed that for all 14 works, the CANT index increased as the episodes progressed. Regarding this, the research team explained, "We confirmed a meaningful conclusion that as episodes progress, there is a tendency to prefer watching through Netflix rather than TV."
The researchers also found that media responses such as news and videos have a significant relationship with total Netflix viewing time. In contrast, viewer responses such as ratings and the number of comments or posts showed no statistically significant relationship with total Netflix viewing time.
It was confirmed that when many drama-related news articles are produced or when drama-related videos are frequently exposed on video service platforms like Naver TV, the proportion of total Netflix viewing time tends to increase.
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