AI-Driven Content Consumption: The Impact of Binge-Watching on Traditional Television Viewing in Malaysia

The binge-watching method of consuming entertainment content is significantly altering the dynamics of television viewership, especially in the age of Artificial Intelligence (AI), where content recommendations are more personalised. This research aims to study the effects of binge-watching motives on traditional television viewing in Malaysia. By understanding the extent of binge-watching, the motivations behind it, and its impact on conventional television viewing, this study provides insights for television broadcasters, advertisers, and content creators. The research identifies six primary motivations for binge-watching: social influence, enjoyment, escapism, stress relief, freedom of watching, and accessibility. The time spent binge-watching is analysed to determine its negative impact on traditional television viewing. This quantitative research involved collecting data from 226 respondents through convenience sampling. The data was analysed using the Statistical Programme for Social Sciences (SPSS), employing multiple regression and linear regression analyses to derive results. The multiple regression results showed that escapism and accessibility have a significant positive relationship with the time spent binge-watching. In contrast, social influence and freedom of watching have a significant negative relationship with the time spent binge-watching. The linear regression results indicated a moderately strong negative relationship between the time spent binge-watching and the time spent on traditional television viewing in Malaysia. Hence, it is recommended that television broadcasters prepare for this changed dynamic of binge-watching as it would impact television viewership negatively. Businesses, advertisers and content creators must also adapt to binge-watching to promote their brands effectively. Keywords: Binge-watching, motivation of binge-watching, television viewership, AI, content consumption.