Marathon TV watching among emiratis in the interactive media environment

© 2019, American University in Cairo. All rights reserved. The study investigates the habits of binge TV watching—also called marathon TV watching—among a sample of Emiratis. It refers to watching consecutive episodes of a series in one setting for several hours. The research examines the expected outcomes for binge-watching and the possibilities of anticipating regret after such activity, among a sample of 229 Emiratis living in Abu Dhabi. In-depth interviews were conducted with 20 Emiratis to further understand this recently-developed behavior. The results showed a positive significant correlation between expected outcomes, self-regulation deficiency, anticipating regret, and binge-watching. The findings also revealed that most respondents tend to binge-watch alone rather than with others. While gender, marital status, and education do not affect the level of binge-watching, age was an important variable in predicting binge-watching levels. It was found that the lower the age, the higher the deficiency in self-regulation of binge-watching