The Uses and Gratifications of Malaysian Audiences toward Netflix

Lee, Sze Yee (2023) The Uses and Gratifications of Malaysian Audiences toward Netflix. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study is about the Uses and Gratification of Malaysian audiences toward Netflix. In this day and age, Netflix has become one of the fastest-growing entertainment companies in history, the always-available streaming service that enables users to view anything they want, when they want, as many times as they want has become a necessity in our society. The aim of this study is to examine the uses-and-gratifications of Malaysian audiences toward Netflix by looking in depth to the Netflix subscribers’s desire and needs toward Netflix. Furthermore, the perception and satisfaction of Malaysian audiences toward Netflix’s services and features also will be examined in this study. This study explores the respondents' different satisfaction levels toward Netflix that are affected by different dimensions. From the analysis in this study, majority of the respondents fulfil their cognitive needs by sometimes learn new knowledge and new thing while watching Netflix content, fulfil their affective needs by sometimes connect with the storyline or the characters, fulfil their social integration needs by sometimes connect with friends or family members to watch shows or movies together. Uses and Gratification Theory is applied in this study as a guideline to analyse the needs, gratification, perception and satisfaction of Malaysian audiences between the Netflix content and services. Furthermore, this study may implicate the broadcaster and Netflix subscribers in aiming for letting them have a better understanding on the viewing behaviour and needs of the audiences.