Netflix as comfort zone: Qualitative research on viewing as subjective experience

Manuscript
Published: Dec 28, 2025
DOI: https://doi.org/10.12681/psy_hps.43975
Keywords:
οn demand viewing, Netflix, binge-watching, qualitative interviews
Anthi Sidiropoulou
Department of Media and Communication Studies, National and Kapodistrian University of Athens
Panagiotis Andrianos
MSc in “Cyberpsychology”, Department of Psychology, National and Kapodistrian University of Athens
Anastasios Giannakopoulos
MSc in “Cyberpsychology”, Department of Psychology, National and Kapodistrian University of Athens
Orsalia Gkiolia
MSc in “Cyberpsychology”, Department of Psychology, National and Kapodistrian University of Athens
Maria Katelanou
MSc in “Cyberpsychology”, Department of Psychology, National and Kapodistrian University of Athens
Anastasios Nikola
MSc in “Cyberpsychology”, Department of Psychology, National and Kapodistrian University of Athens
Aggeliki Papadatou
MSc in “Cyberpsychology”, Department of Psychology, National and Kapodistrian University of Athens
Kalliopi Thanou
MSc in “Cyberpsychology”, Department of Psychology, National and Kapodistrian University of Athens
Eleni Trigka
MSc in “Cyberpsychology”, Department of Psychology, National and Kapodistrian University of Athens
Maria Vlachaki
MSc in “Cyberpsychology”, Department of Psychology, National and Kapodistrian University of Athens
Abstract

This article examines viewers’ motivations for Netflix viewing and the emotions evoked by the experience. Netflix emerges as a comfort zone for viewers. Furthermore, as the criteria for defining binge-watching are not explicit in the existing literature, this research delineates such behaviour through participants' narratives. Twenty-six interviews were conducted with individuals aged 18-35 years old. Viewing options play an important part in viewers’ medium experiences. For viewers, Netflix affords a sense of control. Choosing it over other sources of viewing gives them a sense of agency. The characteristics of the Netflix platform (ad-free, on demand viewing, customisation), as well as perceptions about traditional TV, prompt participants to choose Netflix as a near-exclusive source of TV products. Escapism, a soundscape within the home, a soothing comfort zone and a socializing factor with tangible/digital others; these were highlighted as the most important motivations for Netflix viewing. Frequency and duration of viewing are enhanced by identification with the fictional characters, while participants describe parasocial interactions. Immersion in the television programme and narrative transportation in the fictional world emerge as a key desire that drives viewing and encourages binge watching behaviours. Furthermore, the platform's characteristics, e.g. cliffhangers, encourage binge-watching through an urge to complete the narrative. The findings of the present study broaden our understanding of contemporary digital means of escape and emotional fulfillment, since it is one of the few empirical studies focusing on Netflix in Greece. The findings may also apply to several other on-demand platforms, such as the Greece-based Cinobo and Ertflix.

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