Patterns of Saudi Viewers' Use of Netflix and Their Awareness of its Impacts on Society: A Quantitative Study in the light of the Cultivation Theory

Abstract

To investigate the impact of binge-watching Netflix content on Saudi viewers’ value system, the study set out to determine the habits and patterns of Saudi viewers’ use of the streaming service as well as their awareness of its consequences on society in terms of the Cultivation theory. With a total of 247 participants, the field study employed the “Survey Method” and purposive sampling as part of its quantitative methodology. The study's findings indicate that Saudi viewers are heavily engrossed in Netflix content, and it was shown that there is a positive correlation between the amount of Netflix watched and the viewer's increased understanding of Western ideals and concepts that are pushed by Netflix shows. This supports the central claim of the cultivation theory. The study additionally reveals that the Netflix content available in Arab countries differs from that offered in Western nations, and that there is a danger in watching Netflix dramas that are based only on the availability of Arabic subtitles, a requirement set by Netflix for the screening of movies and TV shows in Arab nations. According to the survey, 65% of participants predominantly acquire their entertainment from Netflix, and that Shahid is first among the most subscribed platforms apart from Netflix. Thus, Saudi viewers are shown to be dissatisfied when they limit their viewing to Netflix, and that they look for regional dramas in Arabic that capture the essential principles and ideals of Arab identity. In addition, even though 80.1% of respondents claimed to have seen content warnings indicating the presence of sensitive and disturbing content, the data showed that viewers ignored them. Despite 45.5% of participants believing that Netflix's dramatic content negatively impacts social values and beliefs, 63.4% of participants said they would suggest the streaming service to others.