Factors Affecting Binge-Watching Motivations among Filipino Viewers Across Streaming Platforms: An Integration of the Theory of Planned Behavior

Abstract

The rise of streaming platforms has contributed to the growing prevalence of binge-watching among Filipino viewers. This study aimed to investigate the key factors that influence binge-watching motivations among Filipino viewers across various streaming platforms. By integrating the Theory of Planned Behavior (TPB), the research examined how social norms, peer influence, attitudes, and perceived behavioral control influence individuals' intentions to binge-watch. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study examined the relationships between motivational constructs, including hedonic motivations, escapism, and the fear of missing out (FOMO). Results revealed significant latent variables were hedonic motivation (HM), escapism (ES), fear of missing out (FM), attitude towards the behavior (ATB), social norms (SN), perceived behavioral control (PBC), and perceived binge-watching intentions (PBWI). Moreover, FM was identified as the most significant predictor of binge-watching intentions (β: 0.706; p = 0.000). The findings will provide a culturally grounded understanding of binge-watching behavior in the Philippine context, offering insights for media producers, platform developers, and behavioral researchers on the psychological and social drivers behind prolonged media consumption.

Keywords: Binge-watching, OTT, Streaming Platforms, Theory Of Planned Behavior, Partial Least Squares Structural Equation Modeling

DOI: 10.54941/ahfe1007540