How Netflix Effect Is Reshaping The Media Consumption Patterns of Yers and Zers?

This study explores video streaming consumption patterns of younger generational cohorts (Generation Y and Generation Z) in Bosnia and Herzegovina as one of the emerging Southeast European markets for over-the-top (OTT) services. Underpinned in the generational cohort theory, this study explores differences and similarities in video streaming consumption among Y-ers and Z-ers. Besides, it investigates the beliefs related to the ‘’Netflix Effect” among Y-ers and X-ers. The data was collected through an online survey using the non-probability sampling technique. The data analysis was carried out on 256 usable responses (156 Generation Y and 100 Generation Z). Our findings sup-port the notion that the Generation Z cohort is more prone to video streaming services than the generation Y cohort. However, we did not find significant differences in the consumption pattern of video streaming services among Generation Y and Generation Z. Also, we found that the disruptive effect of Netflix and other similar OTT service platforms on the traditional television industry and the films industry remains manageable at the time being. Although younger generational cohorts (Y-ers and Z-ers) have adopted video streaming services, they seem to use them as an additional channel of video content consumption, suggesting that they are more cord-couplers than cord-cutters.