Streaming into Youth Culture: Prevalence and Patterns of Netflix Usage in Pakistan

Abstract

Youth entertainment has changed globally due to the rapid growth of digital streaming platforms, and Netflix is now one of the most popular on-demand media sources in Pakistan. The frequency and consumption patterns of Netflix among Pakistani adolescents are examined in this study, with an emphasis on binge-watching habits, preferred genres, and the psychological effects. A sample of 350 Lahore university students, ages 18 to 30, participated in a descriptive survey. The majority of respondents (92%) used Netflix for an average of two hours per day, according to the results (M = 1.08, SD = 0.32).46% of respondents reported binge-watching on a monthly basis, 38% on a weekly basis, and 16% on a daily basis (M = 2.3, SD = 0.72). 53% of respondents consumed all genres, with fiction (21%) and thrillers (22%) being the most popular (M = 2.3, SD = 0.82). The greatest motivation was found to be entertainment (70%), followed by social connectedness (14%), and stress alleviation (15%) (M = 1.4, SD = 0.73). The frequency of binge-watching was significantly positively correlated with sleep difficulties (β = 0.27, p < 0.01) and with academic interference (β = 0.21, p < 0.05), according to regression analysis. Furthermore, there was a significant emotional dependence on Netflix as a coping strategy for stress and anxiety (β = 0.19, p < 0.05).In total, 43% of respondents said they had trouble sleeping, 29% admitted that their studies were disrupted, and 36% said they utilized Netflix to relieve stress. These results illustrate the importance of Netflix in influencing Pakistani youths' cultural and social habits while also emphasizing the necessity of digital literacy and awareness initiatives to lessen negative psychological and lifestyle impacts.