What is binge watching?

Well, also a TV series junkie? But certainly not with the normal TV program, where you still have to wait a week or more for each new episode of your favorite series! Thanks to Netflix, Amazon Prime and Co. this is no longer an issue, you have direct access to the complete season of your favorite series. How tempting it is to start a series marathon and watch several episodes in a row. This is also known as binge watching. Find out everything you need to know about it in our guide.

Binge watching: history and development

Binge-watching (also known as binge viewing) thus refers to a form of TV marathon that is more about enjoyment than stamina. In a survey conducted by Netflix, 73% of respondents defined binge-watching as “watching 2 to 6 episodes of the same television series in one sitting.”

Binge-watching as a cultural phenomenon became popular with the advent of video streaming services such as Netflix and Amazon Prime Video beginning in 2006, through which viewers can watch television shows and movies on demand. For example, 61% of participants in a Netflix survey said they regularly binge watch. Recent research based on video-on-demand data from major video streaming providers shows that around two-thirds of all customers binge watch at least once a year.

Originally, the term “binge” originated in the USA. According to research by media scientist Emil Steiner, it was first used in connection with television in 1948 in the magazine “Variety.” The term “TV binge” then appeared for the first time in a U.S. newspaper on July 27, 1952. Sports editor Ed Danforth used it to characterize a telethon between Bob Hope and Bing Crosby to raise money for the U.S. Olympic team.

Cultural Impact of Binge Watching

The idea of binge watching is gaining traction not only among television executives, but also among actors. Ten years ago, for example, the well-known U.S. actor Kevin Spacey used a public lecture to call on television makers to “finally give the viewers what they want.” In his opinion, high-quality productions could keep the audience’s attention for many hours and reduce piracy.

By other experts, binge-watching “complex quality television” – in the form of the series “The Wire” and “Breaking Bad,” for example – has been compared to reading more than one chapter of a novel in one sitting. A recent study found that people feel much more immersed in the world of the series when binge-watching than when watching individual episodes time-shifted. This increases their enjoyment of television and causes them to binge-watch even more frequently and for longer periods of time.

Risks of binge watching

Of course, there are also critical voices about binge watching. Some warn that excessive series consumption undermines the social value of television. The reason: It creates fewer opportunities to discuss future episodes with friends and to look forward to consumption. Yet research has shown that intense binge watching does not necessarily mean less social engagement. In fact, one study found the opposite: Intense binge watchers spend more time with friends and family each day than regular TV consumers. They are often also used by others as opinion leaders in choosing which shows to watch.

Another criticism is that binge watching is a form of compulsive consumption, similar to binge eating or binge drinking. Without a doubt, it has addictive aspects that can ultimately lead to a form of television addiction. A sufficient degree of personal responsibility is required here.

Missing mindfulness

In the early 2020s, there was intense speculation in the television industry that binge-watching a new series could cause it to be less memorable in the long term compared to series released on a traditional schedule. Various streaming providers, most notably Disney+, have therefore stuck to releasing their original series on a weekly schedule in the past. This, in turn, contrasts with the so-called Netflix model, which has been the most aggressive among streaming providers in its approach to bundled releases.

Effects on sleep

A 2020 study linked binge watching to poorer sleep quality, increased insomnia and fatigue. In fact, according to experts, binge watching can lead to increased cognitive alertness, negatively impacting sleep. The results showed that 98 percent of binge watchers had poorer sleep quality overall, were more alert before bedtime and complained of more fatigue. However, the study’s authors emphasize that sleep research findings are still contradictory regarding the negative relationship between sleep and television viewing.

Personality traits of binge watchers

Another study found that binge watchers can be divided into four personality profiles:

1. Aspiring binge watchers, who exhibit high motivation to watch television in general, tend to be impatient in nature, and are prone to strong emotional reactions.
2. Binge watchers who have little motivation to put together an appropriate TV program and therefore see a binge-watching session as a convenient alternative to spending time in front of the television without having to worry about the program.
3. So-called unregulated binge watchers, who have the highest motivation to watch TV, which in turn is driven by personal coping mechanisms.
4. “Regulated” binge-watchers, who are also motivated by an emotional attachment to the series in question, but have less emotional response and are not as impulsive.

The study concludes accordingly, describing the type of people most prone to binge-watching as follows: “They are more neurotic, less compatible, less conscientious and less open to new experiences.” In addition, the following was found: People who binge watch frequently are more likely to feel sad, anxious and stressed, and have lower self-esteem.

Binge watching and the impact on advertising

Viewers who tend to binge watch have been found to be less responsive to advertising overall than viewers who do not. The effectiveness of advertising decreases the longer a session lasts. Researchers attribute this phenomenon to the interruption caused by advertising. Binge watchers want to stay engrossed in what they are watching. They don’t want to be “pushed back” into the real world by advertising interruptions.

In 2019, a new advertising format was therefore developed specifically for binge-watchers. Here, during the first and second episodes of a binge-watching session, commercials are shown that contain funny anecdotes and references to binge-watching. Before the third episode, binge-watchers are then rewarded with another commercial. This contains or announces a special promotion, such as that they can watch the next episode without commercial interruption. So far, however, the new advertising format has been used sparingly, and meaningful statistics on its success are not yet available.

Conclusion

Binge watching, i.e. watching several episodes or an entire season of a series in succession, has become increasingly popular in recent years. Video platforms such as Netflix and Amazon Prime have contributed a lot to this. These are the first to ensure that users have direct access to all episodes of a series. Although some experts are once again pointing the finger and pointing out the risks of binge watching, if you don’t overdo it, the fun should be absolutely paramount. We wish you lots of fun!