Kozminski Techblog

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The culture of instant gratification has become deeply ingrained in our daily lives. With one click we can get anything  we want. From ordering food with a few taps on our smartphones to accessing information with a quick internet search, we have become accustomed to having what we want, when we want it. Nevertheless, most of the time it is not what we need. We want to be satisfied all the time, desire to consume content every minute of our lives, and become zombies of our phones. Looks like addiction, right?

So how did it happen? How we did not notice that change? 

In today’s digital age, streaming services have become a huge part of our lives, transforming the way we consume entertainment. With the rise of global digitalization, these platforms have not only changed the entertainment industry but have also created the tools to capture and retain over and over again customer attention.

This article explores the strategies used by streaming services to keep viewers engaged and satisfied.

Accessibility and Convenience

In today’s digital age, the accessibility and convenience offered by streaming services have become integral to our daily lives. Platforms such as Netflix, HBO, and Disney+ have revolutionized the way we access our favorite shows and movies. Viewers can now enjoy their preferred content at their own convenience, eliminating the need for physical media or adhering to scheduled programming. Moreover, these services offer various subscription options to gratify diverse audience. Additionally, features like multiple language options, voice-overs, closed captioning, audio descriptions, and flexible viewing choices have played a crucial role, particularly during the COVID-19 pandemic. They break down barriers and address the unique needs of viewers while providing cost-effective alternatives and parental controls.

Continuous Release Schedule

Streaming services often release new episodes or seasons of shows on a regular basis, creating a sense of anticipation and excitement among viewers. That is why they are kept engaged and encouraged to come back for more content. “If you’ve felt just slightly overwhelmed by the avalanche of television that was available in 2022, it’s because, in America alone, a whopping 599 original, scripted, English-language series were in production last year.”( According to NEWS24). However, less than 50 years ago there were approximately 80 shows annually.

The Thrill of Uncertainty (Cliff-hangers and open-endings)

Nevertheless, it is an old trick to get people’s attention, cliff-hanger moments and open endings have become powerful tools in storytelling.  These narrative techniques have the ability to keep viewers on the edge of their seats. By leaving crucial questions unanswered or introducing unexpected twists, these narrative devices generate a level of uncertainty that leaves audiences yearning for resolution. Creators can ensure that viewers remain hooked, eagerly awaiting the next chapter in their favorite stories.

Netflix, every show of that has an open ending, uses this technique more often than other services. Firstly, it is made for commercial reasons. That way, in case of a financial breakthrough,  Netflix makes sure that they will be able to continue filming a successful project.

Satisfaction of the customer or «We just gave you what you wanted!».

Have you seen that streaming services in recent years started to produce «new» content, based on old, well-known in some way mainstream films and TV shows (So-called prequels and sequels)? Streaming services, in that case, are playing on a nostalgic feeling and connection to a viewer’s feeling of something familiar. Shows as “House of Dragon” and “The Lord of the Ring: The Rings of Power” just had to receive good reviews and high box office fees.

Personalized Content and Intelligent Music Shuffling

By employing complex algorithms and user preferences, digital platforms have introduced a novel approach to delivering customized suggestions according to individual choices. For instance, Netflix, even before users sign up, invites them to specify their favorite shows and genres. As a result, streaming services have made the process of discovering new content increasingly effortless.

Additionally, the renowned music streaming service Spotify offers a feature known as “smart shuffle,” which aids in identifying music tracks likely to resonate with users based on their previously curated playlists. This ingenious functionality transforms the music listening experience into a more personalized and enjoyable journey.

Furthermore, Spotify enhances user engagement through its “song radio” feature, which compiles playlists of songs similar to the ones users have already expressed a liking for. This intricate process, as alluded to in point 4 of the original article, is rooted in understanding established patterns within our cognitive responses, allowing for the discovery of songs that align closely with individual tastes.

Conclusion:

To sum up, what was just said, streaming services play a crucial role in entertainment consumption and reshape the way we engage with television.  It can lead to either positive aspects as accessibility and informational globalization or negative as addictions and unconscious consumption.  

Therefore, we need to be conscious about how and what we consume. Because we might not notice how we have binge-watched a whole 10-hour show in one night.

In addition to the article, I would like to attach the link to video about how streaming services caused the writer’s strike.

Sources of information that are used in the article:

ChatGPT

Article “Has Streaming Amplified the Culture of Instant Gratification?”(Rolling Stone Magazine)

Article ” That’s how many scripted TV shows America gave us in 2022 “(NEWS24)

Article “Why You Succumb To Instant Gratification – And The Easiest Way To Make Life Optimizing Choices” (Forbes).

Article “The Psychology of Netflix: How the Streaming Giant Influences Consumer Behavior” (LinkedIn).