How big is the Netflix effect? The Queen's Gambit: The influence of Beth on the increase in chess numbers

Abstract

In November 2020 Netflix released the now immensely popular tv show The Queen’s Gambit, which follows the life of Beth Harmon, a young female chess player on her way to the top of the international chess world. The series provided for an intense effect as chess sales and online participation in chess games rouse to new extremes. As the protagonist, Beth is one of the main components of the show and therefore this paper researches the connection between Beth and the increase in chess popularity. Previous scholarly evidence has determined that character engagement can be measured by looking at viewer’s level of identification, wishful identification, parasocial interaction and likeability (measured in this study by positive characteristics). As The Queen’s Gambit is based in America it is interesting to see the differences and similarities between the levels of character engagement of viewers from the same country and viewers from another country. Therefore, the respondents of this study were from both the Netherlands and the United States. Through an online questionnaire and six interviews it was found that American viewers rate Beth more positively while Dutch viewers rate chess more positively. Furthermore, it was determined that American viewers opinion on Beth does not influence their ideas and interests in chess at all. Thus, American respondents with a more positive feeling towards Beth did not feel more positively towards chess, start playing chess more or buy chess equipment. Moreover, viewers from the Netherlands did let their level of wishful identification with Beth influence their opinion on chess and participating behaviour. Dutch viewers who wanted to be like Beth were more likely to think more positively of chess and play more chess games after watching the show. Even though the Dutch viewers let their opinion on Beth change their attitude towards chess a bit more, it was still not a lot. The similar results for both Dutch and American viewers indicate to the idea that nationality might not cause as many differences as was once thought.