Budaya Binge-Watching dan Keterikatan Emosional Terhadap Konten Streaming: Studi Kasus Pengguna Netflix di Jakarta

Abstract

Binge-watching has become a familiar ritual for many, especially among young urban users in cities like Jakarta. But behind the comfort and convenience of watching back-to-back episodes lies a complex interplay of emotion, technology, and social pressure. This study explores how Jakarta-based Netflix users form strong emotional attachments to streaming content, ranging from feeling connected to fictional characters to struggling to stop watching due to features like autoplay. Based on a survey of 88 respondents and thematic analysis of their experiences, the findings reveal that over 70% reported high emotional involvement driven not only by personal motivation but also by the platform’s algorithmic design. Using the frameworks of DSMM, Uses and Gratifications, and the MAIN Model, the research argues that binge-watching today is more than a leisure choice, it’s an emotionally charged habit shaped by platform structures and amplified by the rhythms of urban stress. Netflix doesn’t just deliver entertainment; it engineers emotional engagement through predictive design and curated content. In a city like Jakarta, where time and space are limited, binge-watching becomes both an escape and a trap, offering momentary relief while reinforcing digital dependence.