The role of youth series in conspicuous consumption: A study on etflix viewers

Digital platforms have significantly changed media consumption habits and increased the impact of television series on their audience. Particularly, series released on platforms like Netflix heavily feature luxury lifestyles and consumption elements, influencing viewers' consumption behaviors. In this context, the findings of this study provide important strategic recommendations for advertisers and content producers. The historical development and theoretical background of the concepts of luxury and conspicuous consumption have been examined, detailing their place in modern consumer societies. Within the framework of Conspicuous Consumption Theory, it is emphasized that individuals turn to luxury products to enhance their social status and prestige. It is frequently noted in the literature that these consumption practices play a significant role in fulfilling individuals' psychological and social needs. Quantitative and qualitative research methods were used as complementary elements in the study. An online survey reached 574 young participants. Using two scales together, answers to the research questions were sought. Conspicuous consumption elements in the content of Netflix youth series were identified, and an analysis of these conspicuous consumption elements was carried out using semiotic analysis. The study concluded that young people tend to lean towards conspicuous consumption influenced by Netflix youth series. Furthermore, semiotic analysis revealed that conspicuous consumption elements are present in Netflix youth series.