The Love-Hate Relationship with Streaming TV: Why We Watch What We Don’t Like

Tech companies understand a simple truth: profiting from our negative impulses is easier than encouraging positive ones. In the digital world, engagement is the only metric, regardless of the emotion behind it. A click motivated by anger is as valuable as one driven by joy.

As Hollywood shifted towards streaming, this internet logic infiltrated entertainment. Streaming platforms prioritize keeping subscriptions active and devices engaged, often through advertising revenue. Loyalty is key, but the underlying emotion driving that loyalty is secondary. Continuous viewership is the ultimate goal.

This doesn’t imply a deliberate creation of infuriating content. However, from a streaming perspective, hate-watching and love-watching are equivalent. This held true in the ratings era, but streaming amplifies the effect. Consider “Emily in Paris.” Even compared to other contemporary shows, its quality is debatable. The formulaic plot revolves around Emily’s romantic entanglements with a French chef and a British financier. Yet, 58 million households streamed the first season within 28 days of its 2020 premiere. While the pandemic’s impact is undeniable, the show’s continued success into Season 4 solidifies its status as a major hit.

There are compelling reasons to avoid hate-watching. It negatively impacts recommendation algorithms, leading to suggestions for similar disliked content. Like doomscrolling or engaging with trolls, it reinforces negative behaviors. The more we indulge, the more it becomes a habit, fostering cynicism that extends beyond television. While momentarily enjoyable, it can leave a lasting negative impact.