Google recently sent me an article discussing Hasbro’s creation of their first digital-only YouTube series. Hasbro indicated that this was the best course of action because “as brands, we [Hasbro] have to be consistently present-and let people binge-watch and engage further if they’d like.”
The idea that the consumer would like to binge and should be able to binge at their leisure seems a bit toxic. I am not suggesting that methods be implemented to halt the binging nature of digital-content viewers, but more so that the method by which a company like Netflix or Hulu releases new shows could be staggered for an added benefit.
A service like Crunchyroll releases episodes on a week-to-week basis, much like the older methodology of being “in your living, watching TV, on Monday at 2:00 p.m.”, that Hasbro claims is ineffective with todays audience. It does not benefit their viewership to have a such a strict and rigid schedule, but is offering anything at any point in time the way to remedy that? I am not aware of any inherent benefit to a staggered release as opposed to all at once, but in terms of discouraging habits that align with binging, it seems apparent that the one who does not have access to the entire series would be less apt to binge.
It begs the question, can a company like Hasbro or Netflix derive benefit from discouraging destructive habits like binging? The concept of binging is prevalent enough to merit
We’re always “on” and “active”, but can a brand survive without constantly entertaining us?