This image from Yonhap News TV shows the logo of global video streaming giant Netflix and its services.
SEOUL, July 24 (Korea Bizwire) — As the drama series progresses, the time spent watching content through Netflix increases compared to conventional cable TV, confirming the phenomenon of binge-watching on the platform, a study showed Sunday.
According to an academic thesis published in South Korea’s Journal of Visual Culture Content, a research team analyzed TV ratings and viewing time data for 14 Korean dramas released simultaneously on TV and Netflix between July 2021 and December 2022.
The study revealed that both TV and Netflix experienced an increase in the Cumulative Audience Net Time Ratio (CANT index) as the show advanced.
The CANT index is calculated by dividing Netflix viewing time by TV viewing time. For instance, if Netflix viewing time is 1 hour and TV viewing time is 10 hours, the index is 0.1.
“We confirmed a significant trend where, as the show progresses, viewers preferred content on Netflix rather than TV,” said the research team.
The study also found a meaningful relationship between media coverage such as news and videos and the total viewing time on Netflix.
However, there was no statistically significant relationship between viewer response, such as TV ratings, number of comments and posts, and the total viewing time on Netflix.
Lina Jang (linajang@koreabizwire.com)
