Worthy of Your Binge: How Media Momentum Drives Satisfaction in Clumped Consumption
(A2026-134471)

AUTHORS

Rachele Ciulli, University of Pennsylvania; Cait Lamberton, University of Pennsylvania, Wharton Business School

ABSTRACT

Binge-watching–uninterrupted consumption of multiple episodes of serialized media–is embraced by consumers and companies alike, with shows often labeled “binge-worthy.” But what material is truly binge-worthy to consumers–more likely to be binge-consumed and more satisfying when binged? We propose a theory of serial media consumption arguing that the positive interaction of the content’s perceived complexity (i.e., the degree of cognitive effort necessary to follow the plot) and resonance (i.e., the degree of cognitive and emotional involvement the plot offers) creates media momentum: an impetus to continue watching that translates in higher craving and higher expected utility from watching an additional episode. Media with these characteristics is both more likely to be binge-consumed and, due to recalling difficulty and unsatisfied craving, more satisfying when clumped rather than temporally separated, as shown in 6 pre-registered experiments and one secondary data analysis.