Not all who binge-watch are the same: comparing digital natives and digital immigrants

Purpose Binge-watching has rapidly emerged as the preferred method of content consumption and an affordable entertainment choice across all age groups, yet it remains an under-researched topic. To gain deeper insights into the phenomenon of binge-watching, we adopt the lens of digital nativity, a framework commonly used to examine technology-related behaviors. We compare generational cohorts of digital natives (Gen Z and Gen Y) and digital immigrants (Gen X, Boomers and Silents) to unveil differences in binge-watching behaviors. Design/methodology/approach This study utilizes quantitative research methods, incorporating survey data from three separate studies, including a national sample via Qualtrics for the final study. We analyze the data using ANOVA and PROCESS Models 4 and 6 to investigate simple and serial mediation. Findings The findings reveal that digital natives (Gen Z and Gen Y) exhibit a higher propensity for neglecting responsibilities, procrastination and sacrificing sleep for binge-watching compared to digital immigrants (Gen X, Boomers and Silents). Additionally, digital natives experience more severe repercussions, including decreased productivity, sleep deprivation and guilt associated with binge-watching. Chronic susceptibility to temptation and procrastination emerge as mediating factors underlying the influence of digital nativity on binge-watching consequences. Originality/value This study contributes to the literature by offering valuable insights into binge-watching habits across generational cohorts. By applying the digital nativity framework, our research sheds light on how generational differences shape binge-watching behaviors and their consequences. Furthermore, our research identifies chronic susceptibility to temptation and procrastination as mediating factors that underlie the influence of digital nativity on binge-watching consequences.