SKIP THE INTRO, BUT DON’T SKIP NETFLIX: WHAT DRIVES TURKISH YOUTH’S CONTINUATION INTENTION?

This study examines the factors influencing the subscription continuation intentions of young users in Türkiye on the Netflix platform, focusing on five key determinants: convenient navigability, binge-watching, entertainment, relaxation, and social interaction. Employing a quantitative research design with data collected from 231 participants, the study adapts Menon’s (2022) model to the Turkish context. The findings reveal that binge-watching and entertainment significantly impact continuation intention, emphasizing the central role of content consumption and emotional gratification in user retention. However, convenient navigability, relaxation, and social interaction were found to have no statistically significant effects. These results highlight the importance of engaging, high-quality, and binge-worthy content in maintaining user loyalty, aligning with Uses and Gratifications Theory and prior literature. The study provides both academic and practical insights. Academically, it validates and extends theoretical constructs within a novel cultural setting, contributing to the understanding of digital media consumption behaviors. Practically, it suggests that OTT platforms should prioritize localized content production, targeted marketing strategies, and enhanced binge-watching experiences to cater to culturally diverse audiences. Moreover, while ease of navigation and social interaction showed limited direct effects, platforms could still benefit from features enhancing usability and facilitating online discussions. Future research should explore longitudinal models and alternative variables, such as personalized recommendations, content diversity, and inter-platform competition, to provide a comprehensive understanding of user behavior in dynamic digital environments.