An Experimental Examination of Binge Watching and Narrative Engagement

Sarah Erickson,Hannah Byl,Sonya Dal Cin

doi:10.3390/socsci8010019

Sarah Erickson, Hannah Byl + Show 1 more

Open Access

https://doi.org/10.3390/socsci8010019

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Abstract

Increasingly, audiences are engaging with media narratives through the practice of binge watching. The effects of binge watching are largely unknown, although early research suggests binge watching may be motivated by a need for escape and could be associated with some qualities of addiction. In this study, we ask whether the practice of binge watching impacts audience engagement with a media narrative. Using an experimental approach, we manipulate the format of exposure to media narratives (binge or nonbinge) and test the effect of this manipulation on audience engagement, specifically parasocial relationships with favorite characters and narrative transportation. Results suggest that binge watching increases the strength of parasocial relationships and the intensity of narrative transportation. Media engagement has been shown to increase media effects, suggesting that binge watching could change not only how audiences engage with narrative media but also the effect it has on them.

Highlights

Audiences are consuming more television, at a faster pace, than ever before (Campbell et al 2012).Alternative platforms, such as Netflix, Amazon, and Hulu, are increasingly positioning themselves as major media producers and distributors
We manipulated whether or not participants watched a media narrative on a traditional episodic schedule or on a binge schedule in order to determine the impact of binge watching on media engagement
We sought to determine whether or not the increasingly common practice of binge watching associated with inwhether audience with media narratives

Summary

Introduction

Audiences are consuming more television, at a faster pace, than ever before (Campbell et al 2012) Alternative platforms, such as Netflix, Amazon, and Hulu, are increasingly positioning themselves as major media producers and distributors. According to Netflix’s 2017 annual report, over 117 million people in over 190 countries subscribe to Netflix, watching 140 million hours of TV shows and movies per day (Netflix Annual Report 2017). These alternative platforms are changing the ways in which consumers are engaging with media, television (Feeney 2014). Whereas viewing of a series on broadcast television occurred largely on an episodic (e.g., once-a-week) schedule, streaming platforms provide users with more options for, and control over, viewing schedules, including the sort of multi-episode-in-a-single-session practices that some have termed “binge watching.” According to a survey conducted by Harris Interactive (sponsored by Netflix and to be taken with some skepticism), over 61% of Netflix users report that they binge watch regularly (Harris Interactive 2013)

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