The Audience in the Competition Between Cinemas and Streaming Services: A Quantitative Study Within the Framework of the Technology Acceptance Model

Türker Söğütlüler

doi:10.56676/kiad.1640385

Research Article

Sinema Salonları ve Dijital Platformların Rekabetinde İzleyici: Teknoloji Kabul Modeli Çerçevesinde Nicel Bir Araştırma

Year 2025, Issue: 14, 237 - 260, 27.06.2025

Türker Söğütlüler

https://doi.org/10.56676/kiad.1640385

Abstract

Dijital teknolojilerin yükselen egemenliği toplumsal alandaki alışılagelmiş pratikleri dönüştürmüş, sinema ve yayıncılık endüstrisi de söz konusu dönüşümden etkilenmiştir. Sinema salonları geçmişteki popülerliğini yitirmiş, genç kuşaklar izleme eyleminde hızla dijital platformlara yönelmiştir. Bu durum hem konvansiyonel izleyici kültüründe hem de eğlence tüketiminde yeniliklerin tartışılmasını gerektirmiştir. Araştırma, dijital platformların kullanıcılar tarafından tercih edilme motivasyonlarını belirlemek amacıyla nicel bir tasarım benimsenerek yürütülmüş, Teknoloji Kabul Modeli'ni (TAM) kullanmıştır. Örneklem 18-28 yaş arası farklı demografik özelliklere sahip katılımcı havuzundan oluşmuş (n=323), istatistiki prosedürlerde IBM SPSS Statistics programı kullanılmıştır. Elde edilen bulgulara göre kadın katılımcıların izleme sürelerinin erkek katılımcılardan fazla olduğu görülmüş, Netflix’in en çok kullanılan platform olduğu tespit edilmiştir. Netflix’i sırasıyla Prime Video, Blutv, Disney+ platformları takip etmiştir. Teknoloji Kabul Modeli ile gerçekleştirilen analizlerin sonuçlarına göre yenilik algısı ve platforma atfedilen duygusal değer arttıkça, algılanan fayda artmıştır. Algılanan fayda ve duygusal değer arttıkça, kullanmaya yönelik tutum artmıştır. Kullanmaya yönelik tutum ve algılanan fayda arttıkça, davranışsal niyet (kullanma) artış göstermiştir. Duygusal değerin en yüksek ortalamaya sahip olan örtülü değişken olduğu tespit edilmiştir. Bu durum katılımcıların platformların içerikleri ve içeriklerde yer alan karakterler ile duygusal etkileşimler kurduğunu göstermiştir. Genç kuşakta video akış hizmetlerini tercih etmeye yönelik belirgin bir eğilim görülmüş, katılımcıların mümkün olan en büyük ekranla izleme eylemini gerçekleştirmek istediği belirlenmiştir. Dijital platformların, konvansiyonel sinema ve yayıncılık pratiklerine kıyasla daha fazla tercih edildiği belirlenmiş; bu yönelimi etkileyen en belirleyici değişkenin platformla kurulan duygusal bağ olduğu sonucuna ulaşılmıştır.

Keywords

Dijital Kültür, Dijital Platformlar, İzleyici, Teknoloji Kabul Modeli, Gençlik Sosyolojisi

Ethical Statement

Çalışma bilimsel etik kurallar çerçevesinde hazırlanmıştır.

References

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The Audience in the Competition Between Cinemas and Streaming Services: A Quantitative Study Within the Framework of the Technology Acceptance Model

Year 2025, Issue: 14, 237 - 260, 27.06.2025

Türker Söğütlüler

https://doi.org/10.56676/kiad.1640385

Abstract

The rising dominance of digital technologies has transformed established practices in the social sphere, and the cinema and broadcasting industries have also been affected by this shift. Cinema halls have lost their former popularity, and younger generations have rapidly turned to streaming services for viewing content. This transformation has prompted renewed discussions about innovations in both conventional audience culture and entertainment consumption. This study was conducted using a quantitative research design to identify the motivations behind users’ preferences for streaming services, employing the Technology Acceptance Model (TAM). The sample consisted of participants aged between 18 and 28 with diverse demographic characteristics (n = 323), and statistical procedures were carried out using IBM SPSS Statistics software. According to the findings, female participants had longer viewing times than male participants, and Netflix was identified as the most commonly used platform. It was followed by Prime Video, BluTV, and Disney+. Regression analyses based on the TAM framework revealed that as perceptions of innovation and emotional value attributed to the platform increased, perceived usefulness also increased. In turn, higher perceived usefulness and emotional value led to a more positive attitude toward using the platform. As both attitude toward use and perceived usefulness increased, so did behavioural intention (i.e., intention to use). Emotional value was identified as the latent variable with the highest mean score, indicating that participants form emotional connections with the platforms’ content and the characters featured in it. A clear tendency among the younger generation towards preferring video streaming services was observed, and participants expressed a strong preference for viewing content on the largest screen available to them. It has been determined that streaming services are preferred more than conventional cinema and broadcasting practices; the emotional bond established with the platform has been identified as the most decisive factor influencing this preference.

Keywords

Digital Culture, Video Streaming Services, Audience, Technology Acceptance Model, Sociology of Youth

References

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Baecker, D. (1997). The meaning of culture. Thesis Eleven, 51(1), 37–51. https://doi.org/10.1177/0725513697051000004
Baron, N. S. (2017). Reading in a digital age. Phi Delta Kappan, 99(2), 15-20. https://doi.org/10.1177/0031721717734184
Başer, E., & Söğütlüler, T. (2023). Değişen izleme eğilimleri çerçevesinde dijital platformlar ve içerik reklamları üzerine bir inceleme. Akdeniz Üniversitesi İletişim Fakültesi Dergisi (41), 1-26. https://doi.org/10.31123/akil.1303391
Bauer, H.H., Reichardt, T., Barnes, S.J., and Neumann, M.M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181- 192.
Bourdieu, P. (1979). Symbolic power. critique of anthropology, 4, 77-85. https://doi.org/10.1177/0308275X7900401307
Bourdieu, P. (1984). Distinction: a social critique of the judgement of taste (R. Nice, Trans.). Harvard University Press.
Bourdieu, P. (2018). Distinction a social critique of the judgement of taste. Inequality (pp. 287-318). Routledge.
Box Office Türkiye. (2024). Yıllara göre toplam seyirci ve hasılat sayıları. Box Office Türkiye. https://boxofficeturkiye.com/yillik
Brzezinski, Z. (1970). Between two ages: America’s role in the technetronic era. Viking Press
Burç, M., & Tanyeri Mazıcı, E. (2023). Kültür endüstrisi aracı olarak dijital yayıncılık: dijital TV platformları üzerine durum çalışması. İletişim ve Toplum Araştırmaları Dergisi, 3(1), 133-166. https://doi.org/10.5281/zenodo.7785622
Burgess, D., & Stevens, K. (2021). Taking netflix to the cinema: national cinema value chain disruptions in the age of streaming. Media Industries, 8(1). https://doi.org/10.3998/mij.95
Carlton, N. R. (2014). Digital culture and art therapy. The Arts in Psychotherapy, 41(1), 41-45. https://doi.org/10.1016/j.aip.2013.11.006
Çavuşoğlu, S. (2020). The effect of consumers' attitudes towards using mobile (TV) applications on behavioral intention within the scope of technology acceptance model [PhD Thesis], Haliç University.
Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems: theory and results [PhD Thesis]. Massachusetts Institute of Technology.
Davis, F. D. (1989a). Technology acceptance model: TAM. Al-Suqri, MN, Al-Aufi, AS: Information Seeking Behavior and Technology Adoption, 205(219), 5.
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Primary Language	English
Subjects	Radio-Television, Communication and Media Studies (Other)
Journal Section	Research Articles
Authors	Türker Söğütlüler 0000-0003-1154-1112
Publication Date	June 27, 2025
Submission Date	February 15, 2025
Acceptance Date	June 24, 2025
Published in Issue	Year 2025 Issue: 14

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APA	Söğütlüler, T. (2025). The Audience in the Competition Between Cinemas and Streaming Services: A Quantitative Study Within the Framework of the Technology Acceptance Model. Kastamonu İletişim Araştırmaları Dergisi(14), 237-260. https://doi.org/10.56676/kiad.1640385

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