The Impact of Binge-Watching on Customer Fatigue and Customer Churn on Netflix in Indonesia

NAUFAL M PRANANTYO, Prof Amin Wibowo, SE, MBA, Ph.D.

2022 | Tesis | Magister Manajemen

Pandemi COVID-19 mendorong tumbuhnya berbagai platform layanan streaming video online seperti Netflix, Disney+, dan lainnya. Pertumbuhan ini juga disertai dengan masalah baru yaitu munculnya fenomena binge-watching tentang cara orang menonton film. Studi ini mencoba untuk memahami bagaimana variabel binge-watching seperti kehilangan kendali dan pengabaian tugas, reaksi emosional, konsekuensi kesehatan negatif, preoccupation, dan konsekuensi sosial negatif dapat mempengaruhi kelelahan pelanggan di dalam aplikasi Netflix dan bagaimana kelelahan pelanggan dapat mempengaruhi customer churn di dalam aplikasi Netflix. Menurut hasil dari 230 responden survei online dan analisis menggunakan PLS-SEM, hasil menunjukkan bahwa kelelahan pelanggan secara signifikan dan positif dipengaruhi oleh variabel konsekuensi negatif kesehatan & sosial negatif dari binge-watching. Variabel reaksi emosional kemudian menunjukkan bahwa variabel ini secara signifikan namun negatif mempengaruhi kelelahan pelanggan. Dua variabel binge-watching lainnya, kehilangan kendali dan pengabaian tugas, dan preoccupation memiliki korelasi yang tidak signifikan dengan kelelahan Pelanggan. Selain itu, studi ini menunjukkan bahwa kelelahan konsumen sangat penting dan mengarah ke customer churn. Netflix harus menghasilkan konten tambahan, menawarkan keuntungan khusus bagi penggunanya, atau memperkenalkan fitur baru seperti kemampuan untuk menjeda langganan. Juga disarankan agar Netflix menggabungkan fitur-fitur seperti "Screen Time" Apple untuk mencegah penggunaan streaming yang berkelanjutan.

COVID-19 pandemic stimulated the growth of numerous platforms for online video streaming services like Netflix, Disney+, and others. This growth also comes with a new problem which is the introduction of binge-watching phenomenon on how people watch movies. This study attempts to understand how binge-watching variables such as loss of control and neglect of duties, emotional reactions, negative health consequences, preoccupation, and negative social consequences can affect customer fatigue on Netflix and how customer fatigue can affect customer churn on Netflix. According to the results of 230 respondents to an online survey and analysis using PLS-SEM, the results show that customer fatigue is significantly and favorably influenced by negative health & negative social consequences variables of binge-watching. The emotional reaction variables of binge-watching then indicate that this variable significantly yet negatively influences customer fatigue. The other two binge-watching variables, loss of control and neglect of duties, and preoccupation have insignificant correlations with Customer fatigue. Additionally, this study demonstrates that consumer fatigue is important and leads to Customer Churn. Netflix should produce additional content, offer special advantages to their users, or introduce new features like the ability to pause a subscription. It is also advised that Netflix incorporate features like Apple's "Screen Time" to discourage continual streaming usage.

Kata Kunci : Binge-watching, Loss of Control and Neglect of Duties, Emotional Reactions, Negative Health Consequences, Preoccupation, Negative Social Consequences, Customer Fatigue, Customer Churn, Netflix, Indonesia