The Netflix revolution

As a result of technological innovation, video content has gradually migrated to the Internet. This migration has allowed users to consume content increasingly through their computers and mobile devices in video on demand services. A dominant video on demand service is Netflix. This study provides a qualitative in-depth investigation, in the key gratifications and behavioural effects obtained by users in Netflix. Our results indicate users tend to obtain a high attitude towards video on demand services as a result of a high content and process gratification. As a result of this obtained process and content gratification, users also show a tendency towards a higher satisfaction and usage of the video on demand service. Moreover, as a result of specific media capabilities, the viewing experience seems to become more socially distorted. For this reason this study therefore assumes users obtain low social gratification in video on demand services.