Power of Authentic Voices: Exploring the Influence of User-Generated Content (UGC) in Shaping Film Viewership Choices on Netflix.

Abstract:

In this digital age and with the rise of streaming services, user generated content (UGC) has revolutionized the way audiences engage with and consume films. Netflix, with its vast user base and personalized content has been proven by studies to be one of the leading platforms for film discovery with over 220 million subscribers. However, the factors influencing viewers’ film choices on Netflix seem unclear. This study therefore examined the impact of authentic voices, embodied in user generated content on film viewership choices on Netflix shedding light on the transformative power of authentic voices in shaping audience engagement with film. Utilizing the quantitative research design specifically employing the survey method, the study sought the opinions of undergraduates in Anambra State. The study focuses on undergraduates as a result of the fact that studies have proven that Nigerian youths make up more than half of the subscribers to the Netflix platform and these undergraduates make up this youth population. Anchored on the Social Influence Theory, the study examined the extent to which UGC affects audience film choices on Netflix and the factors contributing to UGC’s perceived credibility. Findings indicated that a significant majority of these youths rely on peer reviews over Netflix’s algorithmic suggestions with detailed reviews being the most credible. Again, it was also revealed that UGC plays a critical role in shaping both the frequency and duration of film watching as well as expanding genre preferences. While UGC satisfies the audiences’ need for relatable and trust worthy recommendations, the study discovered that the reliance on consensus-driven content might limit their exposure to diverse narratives. Based on these findings, the study recommended amongst others that the Netflix platform should collaborate with UGC creators to promote original content and also analyze UGC sentiment and feedback to improve content offerings to its film audience.