This study delves into the realm of marketing by examining the uses and gratifications of ‘Yo soy Betty, la fea’ from a female perspective, given its status as Netflix Peru's top show for 54 weeks. The primary objective is to identify the needs it fulfills for young women and analyze the gratifications it provides. The methodology employed is qualitative, involving data collection through semi-structured interviews with 20 female consumers of the series, subsequently coded using ‘Atlas.ti’. The results of this study reveal that ‘Yo soy Betty, la fea’ effectively caters to a diverse array of marketing needs within its audience. The cognitive need strengthens the understanding of the plot. The affective need enables emotional connections with characters and situations. The social integration need is fulfilled through interaction with family and friends during viewing. The need ...