Digital Lifestyle Shapes Entertainment Choices
The growth of internet access and smart devices has transformed how people consume entertainment. In the past, viewers largely depended on television broadcasting schedules. Today, streaming services allow consumers to choose movies, television series, documentaries, and other content according to their personal preferences and schedules.
Generation Z, which grew up alongside the internet and social media, plays an important role in this transformation. For many young consumers, streaming is not merely a way to watch entertainment. It has become part of everyday routines, including following trends, discovering new content, and accessing entertainment on demand.
Netflix offers a subscription-based streaming service with a wide selection of content accessible through smartphones, computers, and smart televisions. Despite its international recognition and exclusive productions, Netflix continues to compete with numerous digital entertainment platforms for consumers' attention and spending.
The article by Alfianto and Asih cites 2024 data from Databoks indicating that YouTube was the most frequently used video platform in Indonesia, at 93.63%, followed by Vidio at 24.63% and Netflix at 11.42%. These figures describe platform usage according to the cited data, rather than paid-subscription market shares. The differences highlight an important challenge for streaming providers: strong brand recognition does not automatically translate into consumers' willingness to pay for a subscription.
Companies therefore need to understand what motivates consumers to consider subscribing. Advertising and promotional offers may introduce a service to potential customers, but subscription interest can also depend on everyday habits, entertainment needs, and how well a platform fits an individual's lifestyle.
Survey of 120 Generation Z Respondents
Agus Alfianto and Daru Asih collected data from 120 respondents aged 17–26 who lived in South Tangerang City and were familiar with Netflix. Participants were selected through purposive sampling, meaning they had to meet specific eligibility criteria established by the researchers.
Data were collected through an online questionnaire using Google Forms and distributed through social media platforms, including Instagram, WhatsApp, and Facebook. Respondents rated statements using a five-point scale ranging from strongly disagree to strongly agree.
The researchers analyzed the responses using SmartPLS 4 software. This statistical approach enabled them to examine the relationships between three factors—lifestyle, digital advertising, and promotion—and consumers' intention to subscribe to Netflix.
An important distinction is that the study measured purchase intention, not actual subscription transactions or the number of new paying customers. Because the respondents came from one city and were selected according to specific criteria, the findings should not automatically be generalized to all Generation Z consumers across Indonesia.
Lifestyle Emerges as the Strongest Factor
The main findings show that lifestyle, digital advertising, and promotion collectively explained 62.2% of the variation in Netflix subscription intention among the respondents. The remaining 37.8% was associated with other factors outside the research model.
Among the three factors, lifestyle was the only variable with a positive and statistically significant influence.
The key findings were as follows:
- Lifestyle: The coefficient was 0.468, with a p-value of 0.004. This indicates a positive and statistically significant relationship with Netflix subscription intention.
- Digital advertising: The coefficient was 0.194, with a p-value of 0.159. The relationship was positive but not statistically significant.
- Promotion: The coefficient was 0.174, with a p-value of 0.221. This relationship was also positive but not statistically significant.
Under the statistical criteria applied in the study, a relationship is generally considered statistically significant when the p-value is below 0.05. Only lifestyle met this criterion.
The findings suggest that young consumers whose daily routines are closely connected to digital technology, who regularly consume streaming content, and who prefer on-demand entertainment tend to express stronger intentions to subscribe to Netflix.
However, the results for digital advertising and promotion require careful interpretation. Their lack of statistical significance does not mean that advertising and promotions are completely ineffective. Rather, within this sample and research model, the observed relationships were not strong enough to establish statistically significant effects.
Why Advertising and Promotions May Not Be Enough
Generation Z encounters a constant flow of digital content, including short videos, social media advertisements, creator recommendations, and commercial offers. This continuous exposure may encourage consumers to become more selective about which messages deserve their attention.
Alfianto and Asih suggest that digital advertising needs to become more interactive, relevant, and aligned with audience characteristics. Advertisements that simply present information about a service may not be sufficient to encourage consumers to consider a paid subscription.
The same issue applies to promotional activities. Discounts, limited-time offers, referral programs, and partnerships with telecommunications providers may attract attention, but they do not necessarily become the primary reasons consumers choose a streaming platform.
For some consumers, subscription decisions may depend more on whether available content matches their interests, whether the service fits their daily routines, and whether the viewing experience provides value for the price.
The study did not directly test all these potential explanations. Content quality, platform trust, price sensitivity, and social influence therefore remain possible factors for future research rather than confirmed explanations of the current findings.
Implications for Streaming Business Strategies
The findings by Alfianto and Asih offer several practical lessons for Netflix and other digital entertainment companies.
First, marketing strategies should be grounded in an understanding of consumer lifestyles. Companies can examine viewing habits, preferred content genres, and audience needs to develop more relevant offerings. Personalized recommendations and content that reflects consumer interests may help strengthen subscription intention.
Second, digital advertising should offer more than conventional promotional messages. Short-form videos, collaborations with content creators, and social media campaigns designed for sharing could be considered to reach younger audiences. However, the effectiveness of these approaches should be evaluated through measurable campaign results rather than assumed in advance.
Third, promotions should emphasize the value consumers receive over time. Subscription packages tailored to different needs, family plans, and offers that provide meaningful benefits could be evaluated, provided they fit the company's pricing policies and market conditions.
For digital businesses more broadly, the research highlights that marketing success cannot be measured solely by advertising expenditure or the number of promotional campaigns. Understanding customer habits and needs can help businesses design products and offers that are more relevant to their intended audiences.
Nevertheless, companies should not immediately reduce their advertising or promotional budgets based on this study alone. Research involving different locations, consumer groups, and competing streaming platforms would be necessary before drawing broader business conclusions.
Future Research Should Examine Additional Factors
Alfianto and Asih recommend that future studies examine additional factors that may influence subscription intention, including content quality, platform trust, price sensitivity, and social influence.
Expanding the geographical scope would also help researchers compare consumer behavior across different regions. Comparing Netflix with competing streaming services could reveal whether lifestyle has a similar relationship with subscription intention across platforms.
A mixed-methods approach combining surveys with in-depth interviews could provide a more detailed understanding of why consumers consider paying for streaming services or decide against subscribing.
Overall, the study identifies digital lifestyle as the most prominent factor associated with Netflix subscription intention among Generation Z respondents in South Tangerang. For streaming providers, understanding how entertainment fits into consumers' everyday lives may provide a useful foundation for developing marketing strategies. Advertising and promotions remain relevant areas for evaluation, but their effectiveness should be assessed through evidence about audience engagement and measurable outcomes.
Author Profiles
Agus Alfianto is an author affiliated with the Management Study Program, Faculty of Economics and Business, Universitas Mercu Buana, Indonesia. His academic degree and specific area of expertise are not stated in the available article text.
Daru Asih is a corresponding author affiliated with the Management Study Program, Faculty of Economics and Business, Universitas Mercu Buana, Indonesia. She can be contacted at daru_asih@mercubuana.ac.id. Her academic degree and detailed area of expertise are not specified in the available article text.
Research Source
Article title: The Influence of Lifestyle, Digital Advertising, and Promotion on Purchase Intention towards the Netflix Application: A Study of Generation Z in South Tangerang
Authors: Agus Alfianto and Daru Asih
Affiliation: Management Study Program, Faculty of Economics and Business, Universitas Mercu Buana
Journal: International Journal of Management and Business Intelligence (IJBMI)
Publication year: 2026
Volume and issue: Volume 4, Issue 5, pages 1355–1368
DOI: https://doi.org/10.59890/ijmbi.v4i5.66
Official journal website: https://journalijmbi.my.id/index.php/ijmbi
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