<![CDATA[This study aims to identify the considerations of Semarang City students in deciding to switch to and subscribe to Netflix, as well as to understand the meaning of Netflix subscription in their daily lives. This study employs a descriptive qualitative approach with a constructivist paradigm. The subjects of this study were Netflix users in Semarang City selected through purposive sampling. Data were collected through in-depth interviews and documentation, then analyzed using the Miles and Huberman model through data reduction, data presentation, and conclusion drawing. The results show that students switched to Netflix due to the influence of social media, social environment, content diversity, service quality, ease of access, and flexibility in viewing time. Students also applied various economic strategies, such as account sharing and purchasing subscription packages through third parties to continue enjoying Netflix services. In addition to being a medium of entertainment, Netflix is interpreted as a form of self-reward, a means of relieving academic pressure, a part of digital lifestyle, and a medium that provides emotional comfort. This study shows that subscribing to Netflix is not only a digital media consumption activity, but also part of students’ social construction and personal experiences.]]>
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