Digital platforms' being reception in terms of uses and gratifications: Netflix and BluTV example

Technology that develops over time changes individuals' needs and expectations in daily life. Especially with the advent of the internet and its rapid spread, SVoD applications on digital platforms have started to be popular. The question of the motivation of individuals to these platforms based on the paid subscription system has been raised. In this context, Uses and Gratifications theory has been chosen to determine the basic framework of the study. Accordingly, explaining how applications such as Netflix and BluTV on the SVoD platform are acquired by individuals constitutes the main purpose of the study. In this study, Netflix and BluTV users, which serve as SVoD application, constitute the universe of the research. However, because it was not possible to reach the entire target sample, all BluTV and Netflix users in Turkey have been identified as the universe. In this context, according to simple random sampling, questionnaire questions were sent to 1805 users using #NetflixTürkiye ve #BluTV tags on Twitter, and the original sample of the study was created among the users who returned. In this context, since the research was conducted on the web-based social interaction platform Twitter, 680 users were reached by taking into account the fluid and variable structure of the online environment. For this purpose, the relational screening model, which is one of the quantitative research methods, was used and the prepared data was collected through the questionnaire form and the internet television scale. Then, in the process of analyzing the data, the necessary statistical operations were performed by taking into account the 0.05 error margin by using the licensed SPSS 22 program. In the findings obtained; 4 basic motivations such as socializing and spending time, content, learning and information, and entertainment were identified. Netflix and BluTV Usage and Gratifications motivations and the absence of a significant difference between age and gender are among the important findings. In other words, it is understood that individuals do not have any effect while watching Netflix and BluTV in terms of their gender and age, but they have reached similar satisfaction. There are also significant differences between Netflix and BluTV Usage and Gratifications motivations and duration of use. In addition, significant differences were found between Netflix and BluTV usage and gratifications motivations and social status and time passing sub-dimension. Key Words: Uses and Gratifications Theory, Digital Platforms, SVoD, Netflix, BluTV