Resumo

MEJIA WILLE, Noelia. Uses, habits, attitudes and user experiences of university students in their audiovisual consumption of Netflix. Rev. aportes de la comunicación [online]. 2018, n.25, pp.49-62. ISSN 2306-8671.

Abstract In the television and film context, the consumption of audiovisual content via streaming is growing rapidly   worldwide,   positioning   Netflix   as   the most widespread and widely used platform as distributor and creator of content. The present work   deals   with   the   description   of   the   uses, habits, attitudes and user experiences of the audiovisual consumption of Netflix in university students  of  the  city  of  Santa  Cruz  de  la  Sierra from the approaches of media ecology and media convergence.  The  research  shows  that  Netflix  is a popular and desired medium among university students. Netflix as an environment allows a use with characteristics of technological convergence, portability,   interoperability,   customization   and adaptability to spatial and temporal restrictions; which strengthens, empowers and introduces new audiovisual consumption habits. The user becomes a more active agent since it is not limited to consuming content but interacts with the medium and other users and can even create content and generate an impact in the industry. The medium fulfills expectations, is practical and attractive but the relational link between the medium and the user is fragile and is based on the motivation of the consumption of pleasures as the ultimate goal.

Palavras-chave : Netflix; online audiovisual consumption; media ecology; media convergence.

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