Watching Intensity and Media Franchise Engagement

Abstract

The rapid adoption of online streaming and over-the-top services has fundamentally changed at-home entertainment media consumption and given rise to new behaviors which are often characterized by a high intensity of watching (e.g., binge-watching). In this paper, we investigate how the watching intensity affects consumers' engagement with media franchises in two areas: personal and interactive engagement. The former involves consumers' adoption and consumption of franchise extensions and the latter concerns consumers' content generation related to a focal media product they watched. Using individual-level data from an online anime (Japanese cartoons) platform, we find inverse U-shaped effects of watching intensity with the largest effects around three to five hours of watching per day on personal engagement and two to four hours a day on interactive engagement. The positive effects of watching intensity are larger for sequels than other types of franchise extensions. For interactive engagement, our results show that conditional on rating submission, higher watching intensity is associated with higher valence of anime ratings, the most prevalent form of UGC on the platform. We interpret this result as evidence that watching intensity can induce liking.

Keywords: Watching Intensity, Media Consumption, Binge-Watching, Media Franchise, Consumer Engagement, Online Movie Streaming

JEL Classification: L82, M31