Netflix all’italiana: The Netflix Experience as Narrated by Italian Users

This paper contributes to the expanding field of Internet-distributed television research by presenting the findings of a qualitative empirical study conducted in October 2019. The study employs an innovative methodological approach that combines tools from social research and ethnosemiotics to examine how a panel of sixty Italian Netflix users perceive the platform’s recommender system and its impact on their autonomy of taste and choice. The ethnosemiotic analysis, through direct observation of user practices, confirms the generally positive perception of the “Netflix experience” as an effective balance between personalised recommendations and perceived freedom of choice. However, the study also uncovers critical aspects of the platform’s algorithmic influence, revealing persistent tensions between user autonomy and algorithm-driven content curation. While users appreciate the convenience of recommendations, they also express concerns regarding the potential homogenization of their viewing choices and the perceived limitations in content discovery, and subscribers adopt a variety of tactics to circumvent the recommender system. Another key insight from the study is the enduring significance of collective and synchronised viewing experiences within “streaming culture” or “on demand culture”. Users continue to value shared experiences with friends and family, both online and offline, thus demonstrating that social dynamics still play a crucial role in shaping viewing habits and content discovery.