title: Power of Authentic Voices: Exploring the Influence of User-Generated Content (UGC) in Shaping Film Viewership Choices on Netflix
abstract: In this digital age and with the rise of streaming services, user generated content (UGC) has revolutionized the way audiences engage with and consume films. Netflix, with its vast user base and personalized content has been proven by studies to be one of the leading platforms for film discovery with over 220 million subscribers. However, the factors influencing viewers’ film choices on Netflix seem unclear. This study therefore examined the impact of authentic voices, embodied in user generated
journal: British Journal of Mass Communication and Media Research