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The roles of parasocial relationship, length of an episode and cliffhanger in binge-watching behaviour

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  • Lidwin Kenneth Michael
  • Sumukh Hungund
  • Asish Oommen Mathew
  • Shubham Das

Abstract

Video-on-demand has become a popular platform for viewers to binge-watch anything at any point in time. The advancement of high-speed and affordable broadband internet has led to the increased subscription of Netflix, Amazon Prime, Hotstar, and other platforms in the Indian market. These platforms increase the desire to binge-watch. The purpose of the study is to identify the factors that will influence binge-watching in the context of India, an emerging economy. This research's viewing behaviour factors are parasocial relationship, length of an episode, cliffhanger, and social media hype. A theoretical framework is built based on the theory of planned behaviour to explore the individual's binge-watching behaviour. A questionnaire survey was conducted among the younger population, collecting 273 responses from various regions of India. The data were analysed using the partial least square - structural equation modelling approach. Results revealed that attitude, perceived behavioural control, and parasocial relationships positively impacted binge-watching behaviour. The research provides implications for the stakeholders for making strategic decisions and future research directions.

Suggested Citation

  • Lidwin Kenneth Michael & Sumukh Hungund & Asish Oommen Mathew & Shubham Das, 2026. "The roles of parasocial relationship, length of an episode and cliffhanger in binge-watching behaviour," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 39(3), pages 373-390.
    • Handle: RePEc:ids:ijbexc:v:39:y:2026:i:3:p:373-390
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