Watching intensity and media franchise engagement

• DOI: 10.1007/s11129-024-09283-2
• Publication Date: 2024-06-25T04:01:41Z
• Authors: Mina Ameri; Elisabeth Honka; Ying Xie
• Keywords: Franchise; Intensity

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