Escala de experiencias de engagement con plataformas de streaming: construcción y validación inicial en universitarios mexicanos

Ligia García-Béjar; Cristóbal Benavides

doi:10.26441/RC25.2-2026-4595

Authors

Ligia García-Béjar Universidad Panamericana (México) https://orcid.org/0000-0002-2980-0314
Cristóbal Benavides Universidad de los Andes (Chile)

DOI:

https://doi.org/10.26441/RC25.2-2026-4595

Keywords:

engagement experiences, streaming platforms, instruments development, Mexican college students, psychometric validation, exploratory factor analysis

Abstract

Purpose. To design, develop, and conduct the initial validation of the Scale of Engagement Experiences in Streaming Platforms (EEEPS) among a university population aged 18 to 26. Methodology. To achieve this objective, a sequential mixed-methods design was implemented in three stages: qualitative exploration through eight focus groups (n = 46); content validation through expert judgment; and a quantitative pilot study (n = 630). Exploratory factor analysis with Varimax rotation identified six dimensions: analytical and educational consumption, leisure time, new consumption habits, social consumption, adaptation to streaming, and solitary consumption. Results and Conclusions. The EEEPS exhibits optimal internal consistency. The findings demonstrate that Mexican college students’ engagement with SVOD platforms involves cognitive, emotional, behavioral, and social dimensions that have not been measured collectively by previous instruments. Analytical and educational consumption stands out as an independent factor, highlighting the relationship between entertainment and informal learning in this population. Original contribution. This scale is the first psychometrically validated instrument in Spanish to measure experiences of engagement with paid SVOD platforms. Its interdisciplinary design offers a replicable model for research on Latin American digital audiences.

Keywords: engagement experiences, streaming platforms, instruments development, Mexican college students, psychometric validation, exploratory factor analysis.

Downloads

Download data is not yet available.

Author Biographies

Ligia García-Béjar, Universidad Panamericana (México)

Doctora y Maestra en Comunicación y Profesora categoría B con encargo de la Decanatura de la Escuela de Pedagogía y Psicología en la Universidad Panamericana, Campus Guadalajara. Sus líneas de investigación articulan comunicación y educación en torno a tres ejes: estudios de audiencias, consumo de medios digitales y alfabetización mediática. https://orcid.org/0000-0002-2980-0314, ligarcia@up.edu.mx
Cristóbal Benavides, Universidad de los Andes (Chile)

Doctor en Comunicación y Máster en Gestión de Medios de Comunicación. Catedrático en la Facultad de Comunicación de la Universidad de los Andes, y Vicerrector de Comunicaciones. Ha sido profesor visitante en diversas universidades; es consultor habitual del sector de los medios de comunicación. Sus intereses de investigación se centran en media management, innovación y liderazgo. https://orcid.org/0000-0001-5573-6785, cbenavides@uandes.cl

References

Arrojo, M. J., & Martín, E. (2019). El seguimiento activo de las series de ficción en internet: La atención y la emoción como desencadenantes del binge-watching. Revista de Comunicación, 18(2), 3–23. https://doi.org/10.26441/rc18.2-2019-a1-1 DOI: https://doi.org/10.26441/RC18.2-2019-A1-1

Balanzategui, J., D. Baker, y Clift, D. (2024). What Is Children’s Television in the Streaming Era?: Assessing Content Discoverability Through Australian Children’s Streaming Platform Fluencies. Convergence 30 (4): 1529–1554. https://doi.org/10.1177/13548565241264002 DOI: https://doi.org/10.1177/13548565241264002

Benavides, C., y García-Béjar, L. (2021). ¿Por qué ven Netflix quienes ven Netflix?: experiencias de engagement de jóvenes mexicanos frente a quien revolucionó el consumo audiovisual. Revista de Comunicación, 20(1), 29-47. https://doi.org/10.26441/RC20.1- 2021-A2 DOI: https://doi.org/10.26441/RC20.1-2021-A2

Calder, B., Isaac, M. y Malthouse, E. (2015). How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement. Journal of Advertising Research 56: 39 - 52. https://doi.org/10.2501/JAR-2015-028 DOI: https://doi.org/10.2501/JAR-2015-028

Chan-Olmsted, S. and Wolter, L.-C. (2018). Emotional Engagement in a New Marketing Communication Environment. The Handbook of Communication Engagement (K.A. Johnston and M. Taylor, eds.). https://doi.org/10.1002/9781119167600.ch29 DOI: https://doi.org/10.1002/9781119167600.ch29

Creswell, J. W. (2002). Educational research. Planning, conducting, and evaluating quantitative and qualitative research. New Jersey, Estados Unidos: Merrill Prentice Hall.

Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods approaches (3.ª ed.). SAGE Publications.

Creswell, J. W., & Plano Clark, V. L. (2017). Designing and conducting mixed methods research (3.ª ed.). SAGE Publications.

Cornelio-Marí, E. M. (2023). La práctica del binge-watching entre estudiantes universitarios mexicanos. Cuadernos.info, (54), 205-224. https://doi.org/10.7764/cdi.54.52353 DOI: https://doi.org/10.7764/cdi.54.52353

Davis Mersey, R., Malthouse, E. C., y Calder, B. J. (2010). Engagement with online media. Journal of Media Business Studies,7(2), 39–56. https://doi.org/10.1080/16522354.2010.11073506 DOI: https://doi.org/10.1080/16522354.2010.11073506

Deloitte Global (2023). Five trends shaping a new ecosystem of engagement. 2023 Media and Entertainment Industry. Outlook. https://goo.su/J6miPjj

de Vreede, T., Andel, S., de Vreede, G.-J., Spector, P. E., Singh, V., & Padmanabhan, B. (2019). What is engagement and how do we measure it? Toward a domain independent definition and scale. En Proceedings of the 52nd Hawaii International Conference on System Sciences (pp. 749–758). https://doi.org/10.24251/hicss.2019.092 DOI: https://doi.org/10.24251/HICSS.2019.092

Dharmawardhana, A., Lobato R. y Scarlata, A. (2025). A streaming generation? Interrogating assumptions about young-adult audiences, content discovery, and engagement with broadcast television, Continuum, 39:6, 898-910. https://doi.org/10.1080/10304312.2025.2551258 DOI: https://doi.org/10.1080/10304312.2025.2551258

Dunn, J., Bouffard, M., y Rogers, T. (1999). Assessing item content-relevance in sport psychology scale-construction research: Issues and recommendations. Measurement in Physical Education and Exercise Science, 3(1): 15-36. https://doi.org/10.1207/s15327841mpee0301_2 DOI: https://doi.org/10.1207/s15327841mpee0301_2

Durham, J., Tan, B. y White, R. (2011). Utilizing mixed research methods to develop a quantitative assessment tool: An example from explosive remnants of a war clearance program. Journal of Mixed Methods, 5(3): 212-226. https://doi.org/10.1177/1558689811402505 DOI: https://doi.org/10.1177/1558689811402505

Encuesta Nacional de Consumo de Contenidos Audiovisuales (ENCCA) 2024. Instituto Federal de Telecomunicaciones https://somosaudiencias.ift.org.mx/archivos/6_REPORTE_ENCCA_2024_o.pdf

Escobar-Pérez, J. y Cuervo, A. (2008). Validez de contenido y juicio de expertos: una aproximación a su utilización. Avances en medición, 6, 27–36. https://www.researchgate.net/publication/302438451

Fieiras Ceide C., Ufarte Ruiz M. J. y Murcia Verdú F. J. (2024). Transformando la experiencia de usuario en televisión en streaming: prioridades de innovación y tecnología en plataformas OTT. Estudios sobre el Mensaje Periodístico, 30(4), 713-726. https://doi.org/10.5209/emp.96367 DOI: https://doi.org/10.5209/emp.96367

Flayelle, M., Canale, N., Vögele, C., Karila, L., Maurage, P., y Billieux,J. (2019). Assessing binge-watching behaviors: Development and validation of the Watching TV Series Motive” and Binge-watching Engagement and Symptoms questionnaires, Computers in Human Behavior, Volume 90, 26-36. https://doi.org/10.1016/j.chb.2018.08.022 DOI: https://doi.org/10.1016/j.chb.2018.08.022

Flayelle, M., Castro-Calvo, J., Vögele, C., Astur, R., Ballester-Arnal, R., Challet-Bouju, G., y Billieux, J. (2020). Towards a cross-cultural assessment of binge-watching: Psychometric evaluation of the watching TV series motives” and binge-watching engagement and symptoms” questionnaires across nine languages. Computers in Human Behavior, 111, 106410. https://doi.org/10.1016/j.chb.2020.106410 DOI: https://doi.org/10.1016/j.chb.2020.106410

Flick, U. (2007). Introducción a la investigación cualitativa. Sage.

Fredricks, J. A., Blumenfeld, P. C. y Paris, A. H. (2004). School engagement: Potential of the concept, state of the evidence. Review of Educational Research, 74(1): 59-109. https://doi.org/10.3102/00346543074001059 DOI: https://doi.org/10.3102/00346543074001059

Friederich F, Palau-Saumell R, Matute J, y Meyer J (2024). Digital natives and streaming TV platforms: an integrated perspective to explain continuance usage of over-the-top services. Online Information Review, Vol. 48 No. 1 pp. 1–21, doi: https://doi.org/10.1108/OIR-03-2022-0133 DOI: https://doi.org/10.1108/OIR-03-2022-0133

García Brustenga, G., Fuertes-Alpiste, M., y Molas-Castells, N. (2023). Tendencias de consumo digital entre los jóvenes. Universitat Oberta de Catalunya/Accenture https://goo.su/FGrIUs

García, J., Aguilera, J. R. & Castillo, A. (2011). Guía técnica para la construcción de escalas de actitud. Odiseo. Revista electrónica de pedagogía, 8(16). https://goo.su/siUunq

García-Jurado, A., Torres-Jiménez, M., Castro-González, P. y Leal-Rodríguez, A.L. (2017). Validación de la escala de engagement y efectos de la gamificación en el e-Commerce español. En XXIX Congreso de Marketing AEMARK (516-535), Sevilla: ESIC.

Gelper, S., Lovett, M. J., & Peres, R. (2025). The effect of second screening on repeat viewing: Insights from large-scale mobile diary data. Journal of the Academy of Marketing Science, 53, 907–930. https://doi.org/10.1007/s11747-024-01048-3 DOI: https://doi.org/10.1007/s11747-024-01048-3

González-Bernal, M. (2016). Hacia la comprensión del engagement de las audiencias de televisión, modelo conceptual multidimensional desde la comunicación. Palabra Clave.19(3) https://doi.org/10.5294/pacla.2016.19.3.5 DOI: https://doi.org/10.5294/pacla.2016.19.3.5

Hermans, L., & Prins, T. (2020). Interest matters: The effects of constructive news reporting on Millennials' emotions and engagement. Journalism, 23(5), 1064–1081. https://doi.org/10.1177/1464884920944741 DOI: https://doi.org/10.1177/1464884920944741

Hernández-Sampieri, R., Fernández Collado, C. y Baptista Lucio, P. (2014). Metodología de la investigación (6ª. edición). México: McGraw-Hill.

Higueras-Ruiz, M., y Alberich-Pascual, J. (2021). Estrategias de interacción y comunicación de showrunners de series de ficción televisiva de Netflix en Twitter. Comunicación y Sociedad, 18, 1-25. https://doi. org/10.32870/cys.v2021.7772 DOI: https://doi.org/10.32870/cys.v2021.7772

Hollebeek, L.D. (2011). Exploring customer brand engagement: definition and themes, Journal of Strategic Marketing, Vol. 19 No. 7, pp. 555-573. https://doi.org/10.1080/0267257X.2010.500132 DOI: https://doi.org/10.1080/0965254X.2011.599493

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002 DOI: https://doi.org/10.1016/j.intmar.2013.12.002

Iacobucci, D. (2001). Methodological and statistical concerns of the experimental and behavioral researcher. Journal of Consumer Psychology, 10: 1-2. https://doi.org/10.1207/S15327663JCP1001&2_01 DOI: https://doi.org/10.1207/S15327663JCP1001&2_01

Instituto Federal de Telecomunicaciones (2025). Informe Demanda de plataformas OTT en México. https://somosaudiencias.ift.org.mx/archivos/3_Demanda_1S25_abril.pdf

Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37, 509–523. https://doi.org/10.1086/268109. DOI: https://doi.org/10.1086/268109

Legidos-Huertas, M. (2020). Análisis descriptivo y correlacional de los motivos, compromiso y síntomas del consumo de series de televisión y dificultades en regulación emocional en población hispanohablante. [Tesis de Maestría]. Universitat Jaume I. https://repositori.uji.es/items/c8284a7e-a398-47e4-b694-75d50537b606/full

Lehmann, J., Lalmas, M., Yom-Tov, E., y Dupret, G. (2012). Models of user engagement. In User Modeling, Adaptation, and Personalization: 20th International Conference, UMAP 2012, Montreal, Canada, July 16-20, 2012. Proceedings 20 (pp. 164-175). Springer Berlin Heidelberg. DOI: https://doi.org/10.1007/978-3-642-31454-4_14

Napoli, P. M. (2012). Audience evolution and the future of audience research. International Journal on Media Management, 14(2): 79-97. https://doi.org/10.1080/14241277.2012.675753 DOI: https://doi.org/10.1080/14241277.2012.675753

Neira, E., Clares-Gavilán, J., & Sánchez-Navarro, J. (2025). El auge del AVOD en España: impacto de la publicidad en la experiencia de los usuarios del streaming. Communication & Society, 38(2), 302–318. https://doi.org/10.15581/003.38.2.021 DOI: https://doi.org/10.15581/003.38.2.021

O'Brien, H. L., & Toms, E. G. (2010). The development and evaluation of a survey to measure user engagement. Journal of the American Society for Information Science and Technology, 61(1), 50–69. https://doi.org/10.1002/asi.21229 DOI: https://doi.org/10.1002/asi.21229

O'Brien, H. L., Cairns, P., & Hall, M. (2018). A practical approach to measuring user engagement with the refined user engagement scale (UES) and new UES short form. International Journal of Human-Computer Studies, 112, 28–39. https://doi.org/10.1016/j.ijhcs.2018.01.004 DOI: https://doi.org/10.1016/j.ijhcs.2018.01.004

Ortega Fernández, E., Sancho Belinchón, C., y Vaquerizo Domínguez, E. (2026). Diez años de Netflix: un hito para analizar la evolución narrativa y social media en series españolas para adolescentes en las plataformas de streaming. Anuario Electrónico de Estudios en Comunicación Social “Disertaciones”, 19(1). https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.15211 DOI: https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.15211

Oviedo, H. C. y Campo-Arias, A. (2005). Aproximación al uso del coeficiente alfa de Cronbach. Revista colombiana de psiquiatría, 34(4): 572-580. https://goo.su/hbUwL DOI: https://doi.org/10.7705/biomedica.v26i4.327

Panda, S., & Pandey, S. C. (2017). Binge-watching and college students: Motivations and outcomes. Young Consumers, 18(4), 425–438. https://doi.org/10.1108/YC-07-2017-00707 DOI: https://doi.org/10.1108/YC-07-2017-00707

Park, E. y McLain, C. (2025). 83% of U.S. adults use streaming services, far fewer subscribe to cable or satellite TV. https://goo.su/Ur2LD

Patton, M. (2014). Qualitative research & evaluation methods: Integrating theory and practice. Sage publications.

Pereira, R. and Tam, C. (2021). Impact of enjoyment on the usage continuance intention of video-on-demand services, Information and Management, Vol. 58 No. 7, p. 103501. https://doi.org/10.1016/j.im.2021.103501 DOI: https://doi.org/10.1016/j.im.2021.103501

Periaiya, S. and Nandukrishna, A. (2023). What Drives User Stickiness and Satisfaction in OTT Video Streaming Platforms? A Mixed-Method Exploration. International Journal of Human–Computer Interaction 40: 2326 - 2342. https://doi.org/10.1080/10447318.2022.2160224 DOI: https://doi.org/10.1080/10447318.2022.2160224

Pittman, M., y Sheehan, K. (2015). Sprinting a media marathon: Uses and gratifications of binge-watching television through Netflix. First Monday, 20. https://doi.org/10.5210/fm.v20i10.6138 DOI: https://doi.org/10.5210/fm.v20i10.6138

Potter, A., C. Archer-Lean, P. Macrossan, y H. Beazley (2024). Mermaids and Bin Chickens: Australian Teenagers Engagement with Screen Stories in the On-Demand Age. Media International Australia 193 (1): 33–47. https://doi.org/10.1177/1329878X241254234 DOI: https://doi.org/10.1177/1329878X241254234

Rubenking, B., Bracken, C. C., Sandoval, J. y Rister, A. (2018). Defining new viewing behaviours: What makes and motivates TV binge-watching? International Journal of Digital Television, 9(1): 69-85. https://doi.org/10.1386/jdtv.9.1.69_1 DOI: https://doi.org/10.1386/jdtv.9.1.69_1

Rubin, A. M. (2009). Uses and gratifications perspective on media, in J. Bryant, & M. B. Oliver (Eds.). Media eﬀects: Advances in theory and research (pp. 165–184). New York: Routledge.

Schivinski, B, Christodoulides, G y Dabrowski, D. (2016). Measuring Consumers’ Engagement With Brand-Related Social-Media Content - Development and Validation of a Scale That Identifies Levels of Social-Media Engagement With Brands”, Journal of Advertising Research, 56, 1, pp. 64-80. https://doi.org/10.2501/JAR-2016-004 DOI: https://doi.org/10.2501/JAR-2016-004

Schreurs, L., y Vandenbosch, L. (2022). The development and validation of measurement instruments to address interactions with positive social media content. Media Psychology, 25(2), 262-289. https://doi.org/10.1080/15213269.2021.1925561 DOI: https://doi.org/10.1080/15213269.2021.1925561

Sprott, D., Czellar, S. y Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1): 92-104. https://doi.org/10.1509/jmkr.46.1.92 DOI: https://doi.org/10.1509/jmkr.46.1.92

Statista (2025). Suscription video-on-demand in Latin América. Statistics & facts https://www.statista.com/topics/8288/subscription-video-on-demand-in-latin-america/

Statista (2026). Number of users of OTT video worldwide from 2021 – 2030. https://www.statista.com/forecasts/1207843/ott-video-users-worldwide/

Stefana A., Damiani S., Granziol U., Provenzani U., Solmi M, Youngstrom E. y Fusar-Poli P. (2024). Psychological, psychiatric, and behavioral sciences measurement scales: best practice guidelines for their development and validation. Frontiers on Psychology. 15:1494261. https://doi.org/10.3389/fpsyg.2024.1494261 DOI: https://doi.org/10.3389/fpsyg.2024.1494261

Strauss, A. y Corbin, J. (1990). Basics of qualitative research. Sage.

Streiner, D. (2003). Being consistent about consistency: When coefficient alpha does and doesn’t matter. Journal of Personality Assesment, 80(3): 217-222. https://doi.org/10.1207/s15327752jpa8003_01 DOI: https://doi.org/10.1207/S15327752JPA8003_01

Taylor, M. y Kent, M. L. (2014). Dialogic engagement: Clarifying foundational concepts. Journal of Public Relations Research, 26(5): 384-398. https://doi.org/10.1080/1062726X.2014.956106 DOI: https://doi.org/10.1080/1062726X.2014.956106

Tóth-Király I, Bőthe B., Tóth-Fáber E, Hága G., y Orosz G. (2017). Connected to TV series: Quantifying series watching engagement. Journal of Behavioral Addictions. Dec 1;6(4):472-489. https://doi.org/10.1556/2006.6.2017.083 DOI: https://doi.org/10.1556/2006.6.2017.083

Vargas Salomón, R. (2025). Delimitación del tamaño muestral en estudios piloto. Revista Latinoamericana de Metodología de la Investigación Social. 29(15), 7-21. https://relmis.com.ar/ojs/index.php/relmis/article/view/delmitacion_muestral

Vivek, S. (2009), A scale of consumer engagement, [dissertation for the degree of Doctor of Philosophy in the Department of Management and Marketing], University of Alabama, http://acumen.lib.ua.edu/content/u0015/0000001/0000096/u00 15_0000001_0000096.pdf

Willig, C., Rogers, W., Yardley, L., y Bishop, F. (2017). Mixing qualitative and quantitative methods: a pragmatic approach. SAGE Publications Ltd. https://doi.org/10.4135/9781526405555 DOI: https://doi.org/10.4135/9781526405555