Researchers at National and Kapodistrian University of Athens Release New Study Findings on Psychology (Netflix as comfort zone: Qualitative research on viewing as subjective experience).

The article focuses on a study conducted by researchers at the National and Kapodistrian University of Athens, which explores viewers' motivations for watching Netflix and the emotions associated with the experience. The research, based on 26 interviews with individuals aged 18-35, identifies Netflix as a comfort zone that offers viewers a sense of control and agency through its ad-free, on-demand, and customizable features. Key motivations for viewing include escapism, social interaction, and emotional fulfillment, with binge-watching behaviors driven by narrative immersion and parasocial interactions with fictional characters. The findings contribute to understanding digital escapism and may be relevant to other on-demand platforms in Greece, such as Cinobo and Ertflix. [Extracted from the article]