IMRAD Redefining the Changes Brought by Netflix on Selected Broadcasting Students' Film Viewing Experiences

 University Research and Development Center

Corresponding Author Mr. Gil Mariano Razon

Research Authors Malique Iljanah Barazar, John Paulo Ambrocio, Allaine Benette Cartas, John Lloyd Dionesio, Vince Faith Estores

Working Title Redefining the Changes Brought by Netflix on Selected Broadcasting Students' Film Viewing Experiences

Abstract     The days of audiences flocking to movie theaters are numbered. Users may now view a broad selection of TV series, movies, and documentaries from the comfort of their own homes, owing to the internet and the emergence of streaming services.      However, as the internet became more widespread in the 2000s, a new phenomenon arose: streaming. Streaming services quickly became the cinema's competitor, and movie theaters had to alter themselves in order to compete. Streaming services have advanced significantly in less than ten years, posing a serious threat to the cinema (Lalliard, 2021).     As such, the purpose of this paper is to learn how Netflix redefines the experiences of selected Broadcasting students. The researchers collected data through interviews. Following data collection, they coded the experiences into emerging themes that came from the students' experiences. With the results gathered through interviews, it shows that there are certain factors that changed their experiences in using Netflix. The Influence of Family and Friends, Web Advertisements, Availability of Specific Films and Series, Intuitive and user-friendly, Exclusive Contents, Level of Interest, Overall Television and Cinematic Experience, and Personalized Netflix Experience are some of these. It has been revealed that Netflix had altered their film viewing experiences in specific ways. However, this does not imply that Netflix has completely changed their preferences for watching movies in theaters.

Introduction Traditional and new media do not have to compete, despite how they are frequently portrayed. Traditional and new media can work in tandem, with each serving an important purpose (Shah, 2020). Linear TV consumption has decreased, while online and mobile viewing has increased at all times of day, including prime time and during the day. Although online audiovisual use peaks at the same time as traditional prime time television, the rest of the day is packed with micro-moments ideal for watching content. Because of the time they spend viewing online content, the public realizes that they are watching less traditional television. As a result, on-demand audiovisual services compete directly with linear television for users' attention. Audience measuring systems are undergoing changes in order to better adapt to changing patterns of audiovisual consumption in a multi-device environment and increase the data's trustworthiness (Kantar Media, 2020). There is no doubt that the digitization of moving images would be beneficial. The phenomena we call cinema has been irreversibly affected by time, and the qualities of this transition have opened up an altogether new area of visual figuration. The digital world is not only a fact but also the dominating medium of visual discourse for individuals who live and work in the postfilmic era—that is, those who have come to consciousness in the previous twenty years. Many commentators have stated that the release of the moving image from the slavery of the "imperfect" medium of film is not only inevitable but also desired. And this seismic shift in cinema is merely one facet of society's broader digitization (Dixon, 2013). Cinemas, which used to be the mainstay of film distribution, have been supplanted by digital media. Thus, the industry, as we all know, is now charting a course to the digital platform in order to commoditize their products for public consumption. The way we see our much-anticipated films has migrated to digital channels, where they are frequently only available after they have been exhibited in theaters. Online subscriptions have replaced ticket sales, romantic nights have become a shared screen activity, and family activities outdoors have been limited to a stay-at-home movie experience (Paras, 2021). Netflix, known as a subscription-based streaming service, allows users to view TV episodes and movies on any internet-connected device without commercial interruption. Netflix's strategy is brilliant in how it uses its streaming video library despite the lack of a consistent cache of content, manages to appeal to diverse groups of individuals around the world Indeed, the corporation takes the opposite approach, buying, developing, and distributing as many various forms of material to as many micro-targeted audience groups as possible, thanks to its smart algorithm and seemingly limitless resources. Netflix's global expansion nearly ensures that the company will more fully integrate itself into our daily lives Since its now-famous transformation. Netflix has risen in prominence from physical media rentals to a high-definition streaming video platform (Barker & Wiatrowski, 2017). Its role in the widespread adoption of streaming video has radically changed how we watch, comment, and consume information. Netflix is a fundamental influence in the current experience of media consumption, from the rise of binge-watching and password-sharing to ongoing disputes over spoiler etiquette and how critics should cover programs that are published all at once. Although much of the focus on Netflix is on its impact on television, The company is also relevant in other areas, such as consumers and industrial practice. Consumers unsubscribing from traditional cable packages has increased dramatically in the last five years, and streaming video, particularly Netflix, is frequently blamed. Netflix's embrace of streaming video and subsequent apathy to its DVD rental business has also been cited as a factor in the demise of physical media, with cultural critics and scholars lamenting the disappearance of older and more obscure films and television series (Barker & Wiatrowski, 2017). Lesser are the days  when the audiences were still visiting cinema theaters. Nowadays, thanks to the internet and the development of streaming services, users can watch a wide variety of TV shows, movies, and documentaries from the comfort of home. However, as the internet grew in popularity in the 2000s, a new phenomena emerged: streaming. Indeed, with the advancement of the internet, it has become easier to obtain free cinema streaming. Streaming services swiftly became the cinema's adversary, and movie theaters had to reinvent themselves in order to compete, and how streaming services succeeded to exceed the big screen. Streaming services have developed substantially in less than ten years, posing a serious challenge to the cinema (Lalliard, 2021).  In addition to streaming websites, cinemas faced a new threat in 2020: the COVID-19 pandemic. In effect, in March 2020, in the face of rising cases and the spread of the virus, which is threatening both the economy and public health. So far, the crisis has aided the streaming media industry. Stay at home, this is what people have been told for years. The reopening of cinemas may be complicated by pandemic-related barriers and social distancing measures. The global economy is in free fall as a result of the coronavirus. Whole industries have been paralyzed, and businesses such as cinemas are facing months of revenue loss. Netflix, on the other hand, is flourishing in an era when people are encouraged to stay at home. Despite recent concessions to theaters, Netflix makes the majority of its money from streaming subscriptions. As hundreds of millions of people remain cooped up inside, its distribution model has become the only game in town, to the point where some other studios are considering solely online releases of previously only available in theaters (Sims, 2020).  Netflix has been one of the main beneficiaries of this crisis; in fact, the number of Netflix users worldwide reached more than 200 million last 2020. It is very simple to access at a reasonable price, especially considering the diverse catalog offered with a personalized selection that entices the user to watch more and more shows. Netflix, for example, has seen a significant increase in video and audio consumption, which is expected to continue in the coming weeks as more people worldwide are confined to their homes with nothing to do but binge-watch shows. The closure of numerous cinemas, theaters, retail malls, and other venues, as well as travel restrictions and sporting event cancellations, all contribute to this trend. It battled with networks and cable for people's entertainment time from the start. The existing brick-and-mortar video rental business was its true competition at the time. Customers could view a TV show or movie on a computer, TV screen, tablet, phone, or gaming device for the first time. Consumers could watch what they wanted, when they wanted, and how they wanted without being bound by a schedule, commercial interruptions, or even leaving their homes. That last innovation effectively ended the video rental industry. Cable firms and television networks soon began to offer their own on-demand entertainment (Dans, 2021). Netflix is the dominant company in the on-demand media industry, with 167 million paying subscribers around the world. By creating compelling original programming, analyzing its user data to serve subscribers better, and above all by letting people consume content in the ways they prefer, Netflix disrupted the television industry and forced cable companies to change the way they do business (Netflix, 2020). Both Netflix and Disney have unveiled their content for 2021, highlighting more home consumption, partially as a result of the year of lockdowns, but also as part of a longer-term trend. In addition to its regular series, Netflix, the clear leader in the streaming industry, will release at least one new feature every week throughout the year. There's certainly a shift taking place here, as more and more movies are premiering on television, leaving behind the big-screen premieres that distinguished 'the movies' from TV movies or telefilms, which were formerly seen as the poor relative. However, in 2021, top actors and directors will appear on television, often with multi-project contracts, and the subject of such films and series will increasingly be determined by algorithms that take into consideration viewers' consumption habits. Theaters have to fight back against Netflix by becoming more like Netflix. The streamer is not only changing the playing field for at-home entertainment but also how cinema theater chains run their businesses, and they are fighting back against Netflix and other streaming platforms with monthly subscription plans that are in many ways similar to the streamers' (Feldman, 2019).  A few years ago, this ritual of waiting for a particular show or movie to air on a TV channel. It has been planned for an entire week or day so that the viewers do not miss it. But when Netflix took matters into its own hand, it gifted the people with the power of control. Now, the viewers could be in charge of when they watch something, instead of the other way around. Netflix understood this statement very well and thus changed TV forever. The user data that companies previously used to analyze the audience’s taste and then serve them accordingly, was employed by Netflix to actually make original shows. Netflix picked up the genres and themes that people enjoyed and went on to create shows based on them.  If there is one thing that stands out the most about this streaming giant, it is the quality of original content it produces. Starting off with Lilyhammer in 2012, in the past 10 years Netflix has produced world-class original shows. These shows include the likes of House of Cards, Orange Is the New Black, Stranger Things, The Crown, and etc. Before this, networks used sanctioned shows based on the quality pilot. Netflix revolutionized this process by giving contracts for the creation of entire seasons to the creators. As a result, for most awaited shows and movies coming out every single month. Another benefit of Netflix is that it has introduced people to shows and films from other nations and languages. People now had access to excellent entertainment from all over the world thanks to the Netflix library. Money Heist from Spain, Dark from Germany, and Squid Game from South Korea are all excellent examples of this. With the industry evolving on a daily basis, we hope Netflix continues to keep up as it has in the past. The rising rivalry from Amazon, HBO, and Disney is undoubtedly a source of concern, but the streaming behemoth is well-equipped to combat it (Thacker, 2022).  There are several reasons why people would rather watch entertainment on streaming platforms than go to the movie theaters. For starters, streaming service platforms provide viewers with the ability to access the full content library for the price of a movie ticket, which is a compelling justification. Second, digital streaming services allow viewers to watch material on whatever device they want, whenever they want. This model compelled major film studios to respond. As a result, Disney, one of the largest film studios, has launched an online platform. Furthermore, Warner Brothers and other major studios will be added to this group in the near future. The impact of internet streaming services on filmmakers has been one of the most significant transformations in the film business in recent years. Many directors have turned to Netflix because of its promise of a more open atmosphere for filmmakers than other large studios, which has had huge ramifications in the film business. Furthermore, the fact that Netflix has less restrictions than movie theaters makes it interesting to producers. Another important consideration is independent filmmakers. It was difficult to gain a wide audience once Hollywood established itself as the heart of the cinema and blockbuster pictures began to dominate theaters in the 1980s, especially for independent filmmakers. Independent filmmakers, on the other hand, have had the opportunity to reach a bigger audience as online streaming services have become a major participant in the film business. Independent filmmakers, on the other hand, have had the opportunity to reach a bigger audience as online streaming services have become a major participant in the film business. Movie theaters like big-budget films because they can make more money from them. Therefore, independent films did not find much chance outside of the festivals until now (Yarimbas, 2020).  NETFLIX In the last 25 years, Netflix in its entirety Netflix, Inc. is an American media-streaming and video-rental corporation started in 1997 by Reed Hastings and Marc Randolph. It also participates in the development of original programming. The company's headquarters are located in Los Gatos, California (Hosch, 2022). Netflix began selling an online subscription service via the Internet in 1999. Subscribers selected movie and television titles on Netflix's website; the shows were then shipped to customers as DVDs with prepaid return envelopes from one of more than 100 distribution centers. Netflix launched a streaming-only subscription in 2010 that included unlimited streaming but no DVDs. In 2010, Netflix moved beyond the United States by providing a streaming-only service in Canada. Its streaming service was available in over 190 countries and territories by 2016. Netflix said in September 2011 that it will split its streaming and mail-based services, with the latter to be branded Qwikster, but abandoned the proposal a month later, blaming a customer backlash. While its streaming services grew to be the most profitable, with more than 200 million users by 2021, the rental segment remained profitable (Hosch, 2022).

Methodology Research Design  This study used qualitative research to analyze and study how Netflix redefines the film viewing experiences of selected Broadcasting students. The qualitative research design's experiential and personalistic traits necessitated the use of the qualitative research method by the researchers.  The qualitative technique is used to gain a better understanding of people's ideas, experiences, note attitudes, behavior, and interactions in order to generate non-numerical data. Integration of qualitative research into intervention studies is a research strategy that is gaining increased attention across disciplines (Pathak, et al. 2013). Research Locale Due to the current pandemic's strict restrictions, this research was conducted online using social media platforms such as Facebook Messenger and Zoom. Furthermore, the interviews were distributed entirely online via Facebook or Messenger, giving participants plenty of time to prepare. Following that, the interview was conducted via Zoom. Criteria for Interview For their prospects, the researchers used a sort of purposive sampling called homogenous sampling. The researchers determined what information was needed and set out to find people who could and would provide it based on their knowledge or experience. Etikan (2016) Homogenous Sampling participants would be comparable in terms of age, culture, occupation, and life experiences. The goal was to concentrate on this specific resemblance and how it pertains to the research topic.  Criteria for the interviewee(s); 18 years old and above; First to Fourth year BA Broadcasting student, enrolled in Trinity University of Asia; Able to own and access a Netflix Account. Research Instrument The researchers used a validated interview questionnaire to collect information that will help them answer the questions posed in the Statement of the Problem. Due to the COVID-19 pandemic, the questionnaires were only distributed online to Trinity University of Asia Broadcasting students. The interview questions were divided into three sections. The first section is a notice or consent that informs all respondents that the questionnaire they are filling out is confidential. The second section includes questions about the participants' profiles, which are answered by providing the necessary information in an online setting. The final section included open-ended questions about the top online streaming service, Netflix, and how it changed their viewing of films and series. Data Gathering Procedure The researchers conducted qualitative research, which entailed conducting interviews in order to collect data. They developed an interview guide and focused on the target audience in order to obtain credible data, which resulted in positive feedback on the study. Individuals who are aware of the online streaming platform Netflix assisted the researchers in determining the notion if they are informed about what the researchers aim to prove. At this point, they fully understand their points of view and have assisted the researchers in ensuring the study's success. Data Analysis  The researchers categorized the data gathered from the interviews and analyzed using Thematic analysis (1970).  In thematic analysis, the researchers used a deductive approach that begins with certain predetermined themes that they expect to discover mirrored in the data, based on theory or prior knowledge. The structure of the method presented in the analysis of the data collected is as follows; To know the changes in students ‘ experiences on traditional audio-visual media consumption namely television and film, to find out students’ experiences on consuming media content via Netflix platform, and to identify the emerging themes that arise from these experiences.

Results After identifying and answering the research objectives through the findings of the study, the researchers discovered the following changes brought about by Netflix on the film viewing experiences of the chosen Broadcasting students: Contrasting Television, Cinema, and Netflix Experiences. The researchers coded the data to answer the first and second objective.  The participants explained the difference of experience when watching on television, cinema, and on Netflix.  Emphasis of Netflix Features. The researchers coded the data in order to answer the study’s second objective, specifically about their experience on Netflix. In this theme, the researchers examined the experiences of the participants when it comes to using Netflix.  Influenced by Various Factors. The researchers coded the data to answer how they used the Netflix platform. In this theme, the researchers found out several factors that affected their Netflix usage.  Shifting Personal Preferences. As Netflix brought changes to the participants’ Personal Preferences, the researchers discovered their reasons on why they chose Netflix as their preferred streaming platform. In this theme, researchers analyzed their particular reasons for how Netflix changed their preferences. Based on the participants' narratives, the researchers coded the data and derived eight themes. The results are summarized as follows. The researchers gathered similar data and coded it into themes. These themes explained how Netflix redefined the film-viewing experiences of the selected Broadcasting students. The themes gathered are 1.) Overall Television and Cinematic Experience, 2.) Personalized Netflix Experience, 3.) Availability of specific Films and Series, 4.) Intuitive and user-friendly, 5.) Influence of Family and Friends, 6.) Web Advertisements, 7.) Exclusive Contents, and 8.) Level of Interest. These themes are then classified into four groups: Contrasting Television, Cinema, and Netflix Experience Overall Television and Cinematic Experience Personalized Netflix Experience Emphasis of Netflix Features Availability of specific Films and Series Intuitive and user-friendly Influences by Various Factors Influence of Family and Friends Web Advertisements Shifting Personal Preferences Exclusive Contents Level of Interest

Discussion Overall Television and Cinematic Experience. One of the main advantages of going to the movies that may not immediately come to mind is that it is one of the few peaceful activities left in daily life. This benefit may not be associated with the enormous screen, potent sound system, delicious popcorn, or witnessing the newest blockbusters. Cinema experience was taken away during the pandemic further physically isolated us from others. The phenomena we call cinema has been irreversibly affected by time, and the qualities of this transition have opened up an altogether new area of visual figuration (Dixon, 2013). Inclined with these, the participants have answered and expressed their perspectives regarding exceptional experiences. As P1 stated, “Actually, watching in cinemas improves the overall experience because the ambiance of the cinemas appears to help you watch and actually focus on watching the film; for example, if you're inside the cinema, the lights are closed, it's also cold, and the air conditioner is on, you'll feel comfortable watching the film.” In addition to this statement, P2 has mentioned that “It was pretty decent and cool because you know the whole cinematic experience of getting to see a film with people who have the same reaction as you is quite fun. And also, the quality of sound, and the quality of the film is different from when you're watching it at home or using your laptop.” Most answers were justified by succeeding statements which are similar to each other as per P4, “Of course, the experience that you can have whenever you are inside the cinema is the thrill of watching it on such a large screen. It's all about the experience you have when you're not at home. The chilling effect and essence of the sound effect that you can feel within the film.” Codes of theater behavior play a role in how moviegoers conceptualized the "cinematic experience." It's understandable: we're fighting our own guerrilla war against talkers, texters, munchers, and disruptors. So much of film is communicated through nuance, which necessitates undivided attention, especially if you intend to write a useful review afterwards (Smyth, 2017). Personalized Netflix Experience. Netflix provided an extremely convenient and user-friendly streaming service for viewing experiences, attaching participants' standpoint. According to one of the participants, P4 “It is the convenience that it provides to me, and I can use it whether I am inside or outside, and even when I am outside, I can use data to possibly watch a movie, which is why it is very accessible and convenient whenever you like to watch or stream movies online.” People who sought greater convenience still vastly outnumber users that subscribed to streaming services for original programs. Film distribution and exhibition have benefited and suffered as a result of new media technologies. On the one hand, online platforms made films more accessible and allowed copyright holders to communicate directly with their consumers (Lim, 2018). According to P5, “It appears to be easier to use, because the other platforms still require you to log in and then choose and then pay for what you want to watch, like per movie. The best feature is that it is beautiful, their movie is clear, and their graphics are beautiful. After the subtitles, you can change the speed and audio itself to whatever language you prefer.” In recent years, the methods by which have been consumed have evolved in a variety of ways. Cinemas were no longer the only place to see movies as they once were, due to the growth of Video on Demand (VOD), online streaming, and mobile devices. Lesser were the days  when the audiences were still visiting cinema theaters. Nowadays, thanks to the internet and the development of streaming services, users can watch a wide variety of TV shows, movies, and documentaries from the comfort of home. However, as the internet grew in popularity in the 2000s, a new phenomena emerged: streaming. Indeed, with the advancement of the internet, it has become easier to obtain free cinema streaming (Lalliard, 2021).  Availability of specific films and series. People can watch a variety of films and series on streaming services such as Netflix. There are genres available for people of all ages to watch. According to P2, "There are things that, um for example, there are films that were produced way back before I was even born. And, some- like White Chicks something like that. So, I get to watch those old films, so yeah.” P2 also stated, "It was introduced to me because of a Taylor Swift documentary back in 2017. Yeah.” The number of subscribers to digital platforms that are largely paid is steadily expanding. Subscribers can view movies, shows, and other related entertainment wherever and whenever they choose. Studies in the sector showed that viewers' habits and ways of watching are evolving (Ormanli, 2019). Several audiences try to watch new things because of Netflix. It gives them the confidence to watch films they would not normally watch.  Intuitive and user-friendly. Netflix has changed how consumers access film and TV. Consumers can stream content instantly to any device, anywhere. Participants preferred the flexibility of being able to watch what they want when they want to (Morgan, 2022). As P1 said, “Maybe what I mean by availability is that, aside from what I said earlier, there are certain films or series that Netflix offers that are not available in other, um, streaming apps. Also, I believe that Netflix is very simple, that it appears to be easy to navigate, that it is not complicated, and that it is simple to create an account. And you can also watch films or series that are offline because you have the option to download what you want to watch. That is one of the things I like about Netflix.” Such features were important because it has been implied that all people can perceive, comprehend, navigate, and interact with electronic information and be active, contributing members of the digital world. This online streaming platform has a number of features that are extremely beneficial to all users.  Influence of Family and Friends. With the influence of family and friends, audiences were more likely to try things that others are doing that piqued their interest. Family and peers are influenced more when we interact with them more often. We turn to adapt to some of their ways of doing and using things (Guo, 2019). As P3 stated, "So, uh, I, I talk to my friends about shows that we watch and then they told me about Netflix and they sha- and they said i should try. So, I- I got the app, I got a subscription, and yeah that's how it started". When friends share specific tastes on things, it can rub off on each other. This influence may be relatively trivial, but it also might have a more significant impact. The impact on you by your family is tremendously strong. Family is the single most important influence in a person’s life (Ensio, 2021). Web Advertisements. Social media has been around for so many years now and it has become a tool for us to discover new things and apps that can entertain us. As P5 stated, “It's like, I always see it on social media and then my parents have a Netflix account. Which helps me, so I can watch.” The way people consume media is unquestionably changing as a result of technological advancements. Online streaming services like Netflix, have broken down TV and movie viewing barriers around the world in just a few years, have been becoming the dominating media for series and films of all genres in the blink of an eye — or, better yet, the click of a finger (Iglesias, 2019). As more people around the world gain access to all of the digital age's tools, the internet will play a larger role in daily life. As P8 mentioned, “Maybe social media has an impact because when you see something trending like that, Netflix is available. It's as if when you think of Netflix, you think of its good movies.” Exclusive Contents. Netflix originals have produced over 1500 original content which simply put Netflix on a huge success that was a well-crafted content strategy and by continuing that the brand effectively managed to develop a strong relationship with its consumer just like P1 , P2 and P6 that these participants really love and enjoy what Netflix had offered to their subscribers, and that is the original contents created by Netflix and was already available on its streaming platform, which its customers are presently using. P1 stated that, “It appears that you must, or have the option to, watch some films and series that are not available on other streaming apps. Yeah, so I think Netflix has films and series that other streaming apps don't have, and I think that's one of the reasons I want to use Netflix.”  According to a study conducted by Taylor Shuman, David Well, and Ted Sarandos, when Netflix produced its first original show, "House of Cards," only 19.6 percent of states in America had a Netflix original in the top viewing slot in 2013. However, by 2018, 48 states (96.1 percent) had a Netflix original in the top spot. Netflix's financial bet on original content development is starting to pay off. Moreover, despite accounting for only 8% of the platform's available viewing options, Netflix's owned shows and movies dominate the most-watched list. The flawless content strategy of the streaming platform is a significant success driver. Marketers can take notes from Netflix's content marketing concepts and incorporate them into their own plans. Netflix is providing a streaming service that produces incredible original content, such as films, television series, variety shows, and much more, while also successfully building trusting relationships with its audience or customers.  Level of Interest. Media consumption has changed not only in terms of breadth and quantity, but also in terms of availability and accessibility over the last two decades. It was  shown that it could previously only be viewed at a specific time on a specific network but it can now be streamed across multiple platforms at almost any time on Netflix. As a result, many people's perceptions of Netflix as an online streaming service have shifted. According to P1, “Actually, it's as if I had a Netflix account because, while it was a requirement, we had to watch a certain film or series in our first year of college, which can be found on Netflix. Because I was too lazy to look for other sites that had that movie, I just signed up for a free trial of Netflix at the time. And then it appears that the Netflix subscription is a one-month free trial, which I enjoyed using. So I just kept my Netflix subscription. So, from the first year to the fourth year, that's the beginning of my Netflix account.” Consumers could watch what they wanted, when they wanted, and how they wanted without being bound by a schedule, commercial interruptions, or even leaving their homes. That last innovation effectively ended the video rental industry. Cable firms and television networks soon began to offer their own on-demand entertainment (Dans, 2021). Due to the quality that Netflix provided and how they market the shows that they produced, people all over the internet are interested to watch the films that they offer so people won’t feel “FOMO” or the feeling of missing out.

Conclusion/Recommendation/Implication of the Study) The researchers concluded that Netflix had redefined the film viewing experiences of the selected Broadcasting students in specific ways of consuming media content. The participants’ overall cinema experience differs from their experience watching television or Netflix for a variety of reasons. Their personalized Netflix experience is one of the factors that has redefined their film viewing experience. There are some things that they cannot do when watching in a cinema and vice versa, but because of Netflix, they found watching films to be more convenient, which is why they subscribe to such streaming services. Iglesias (2019) explained that the way people consume media is unquestionably changing as a result of technological advancements. Online streaming services like Netflix, have broken down TV and movie viewing barriers around the world in just a few years, becoming the dominating media for series and films of all genres in the blink of an eye — or, better yet, the click of a finger. By foregoing cable television subscriptions in favor of streaming video, people all around the world may now watch their favorite shows whenever and wherever they want. Unless the viewer is such a devotee that he makes sure to go online for the premiere, there is no reason to "catch" a program at a specific time. The platform enables users to interact with mediated material without having to download all of the files or information beforehand. Millennials and Generation Xers are essentially all in now that they have this power in their hands, which only indicates exciting times ahead for smart media producers and media firms who have pounced on the trend.  Furthermore, Netflix's features, specifically its films and series, as well as being intuitive and user-friendly, has changed how these consumers access film and television. They can now instantly stream content based on their personal choices. Film distribution and exhibition have benefited and suffered as a result of new media technologies. On the one hand, online platforms made films more accessible and allowed copyright holders to communicate directly with their consumers. On the other hand, they make it easier and faster to copy and distribute unlicensed content (Lim, 2018).  In addition to this, the influence of various factors such as their family, friends, and web advertisements must have allowed them to use Netflix as a result of what their peers tell them to try and what they see on social media. McDonald & Smith-Rowsey (2016) explained that in the twenty-first century, Netflix has had a profound effect on the interaction between consumers and content suppliers. Netflix accounts for up to one-third of internet traffic at any given moment, with over 65 million subscribers globally (and many more accessing the site through friends, family members, and other illicit proxies). As a result, Netflix has become synonymous with the expanding, pervasive impact of technology, alongside Amazon, Facebook, Google, and a few other internet-based corporations.  Lastly, because of Netflix's exclusive content, the participants gravitated toward the platform rather than exploring other streaming options. It is very easy to access at a reasonable price considering the varied catalog offered with a personalized selection that makes the user want to watch more and more shows (Dans, 2021). With this, the participants’ interest in Netflix as a streaming service has shifted that made them use it on a regular basis.  As a result, their personal preferences have somehow shifted or totally changed. With this, it has been revealed that Netflix had altered their film viewing experiences in specific ways. However, this does not imply that Netflix has completely changed their preferences for watching movies in theaters.  Recommendations  Based on the study, the following are recommended to: Film and Television Producers. This study aims to assist the film industry in developing strategies to capture the attention of audiences on which they prefer online streaming or traditional cinema. This study can enhance their knowledge and creative ideas upon formulating the concept and plot as it targets the audiences based on categorized platforms such as Netflix and Cinema.  Netflix Users. This study has discussed a certainty of distinction of understanding concepts between Netflix and Cinema wherein films and television series which Netflix provides. This study aims to assist Netflix users who want to learn more about the streaming platform and to help them understand the difference between streaming platforms and the cinema.  Future Communication and Broadcasting Researchers. Future scholars who chose this linked topic will get a wealth of knowledge, act as a reference, and enable them in producing extensive studies. The future researcher, on the other hand, can go deeper and perform in-depth research, or look at other perspectives of this study.

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