The phrase describes a specific type of internet meme associated with the Netflix streaming service. This meme typically features the message Netflix displays after a prolonged period of inactivity on a user’s account: “Are you still watching?”. It often takes the form of image macros or reaction images where the query is repurposed to comment on prolonged engagement with a topic, activity, or questionable decision. For example, an image showing someone repeatedly eating unhealthy food, captioned with the phrase, implies a self-aware acknowledgement of excessive behavior.
Its popularity stems from the shared experience of binge-watching content and the relatable sense of shame or humorous self-deprecation that can accompany prolonged screen time. The message itself has become a cultural touchstone, representing the addictive nature of streaming services and the tendency to lose track of time when immersed in digital entertainment. The meme taps into the historical context of increasing digital consumption and the resulting social commentary surrounding its potential downsides and absurdities.
