An interesting article in the WSJ yesterday on the paradox of abundance describes how many Netflix customers are putting many “highbrow” or “serious” movies on their lists, then letting them sit for months, unwatched, even returning them unwatched.
This sounds great for Netflix, of course, though it would be bad for Peerflix.
It echoes something I have been observing in my own household with the combination of a MythTV PVR with lots of disk space and a Peerflix subscription. When the time pressure of the old system goes off, stuff doesn’t get watched.
This is a counter to one of the early phenomenon that people with PVRs like Tivo/MythTV experience, namely watching more TV because it’s so much more convenient and there’s much more to watch than you imagined. In particular, when you record a series on your PVR, you watch every episode of that series unless you deliberately try not to (as I do with my “abridged” series watching system where I delete episodes of shows if they get bad reviews.)
In the past, with live TV, you might be a fan of a series, but you were going to miss a few. They expected you to and included “Previously on…” snippets for you. For a few top series you set up the VCR, but even then it missed things. And only the most serious viewers had a VCR record every episode of every show they might have interest in. But that’s easy with the PVR.
We’ve found some of our series watching to be really delayed. Sometimes it’s deliberate — we won’t watch the cliffhanger final episode of a season until we know we have the conclusion at the start of the next season, though that has major spoiler risks. Sometimes there will be series fatigue, where too much of your viewing time has gone to a set of core series and you are keen for something else — anything else. Then the series languishes.
Now there is some time pressure in the DVR. Eventually it runs out of disk space and gets rid of old shows. Which is what makes the DVDs from Peerflix or Netflix in even more trouble. Some have indeed gone 6 months without watching.
As the WSJ article suggests, part of it relates to the style of show. One is always up for lighthearted shows, comedies etc. But sitting there for months is The Pianist. For some reason when we sit down in front of the TV and want to pick a show, Nazis never seem very appealing. Even though we know from recommendations that it’s a very good film.
When the cinema was the normal venue for films, the system of choice was different. First of all, if we decide we want to go out to a movie, we’ll consider the movies currently playing. Only a small handful will be movies we think worthwhile to go to. In that context, it’s much more likely we might pick a serious or depressing movie with Nazis in it. It could easily be the clear choice in our small list. In addition, we know that the movie will only be in cinemas for a short time, any given movie, especially serious ones, may be gone in a few weeks. That’s even more true in smaller markets.
I’ve also noticed a push for shorter programming. When you’ve rented a DVD, your plan for the evening is clear, you are going to watch a movie at home. When you just sit down to choose something from your library, the temptation is strong to watch shorter things instead of making a 2 hour committment to a longer thing.
These factors are even more true when there are 2 or more people to please, instead of just one. The reality seems to be when the choice is 2 hours of war or Nazis or a 22 minute TV comedy, the 22 minute comedy — even several
of them in a row — is almost always the winner. Also popular are non-fiction shows, such as
science and nature shows, which have no strict time contract since you can readily stop them in the middle to resume later with no suspense.
Anyway, as you can see the WJS article resonated with me. Since the phenomenon is common, the next question is what this means for the industry. Will the market for more serious movies be diminished? The public was already choosing lighter movies over serious ones, but now even those who do enjoy the serious movies may find themselves tending away from them.
Of course, if people take a DVD from Netflix and leave it on the shelf for months, that actually helps the market for the disk in the rental context, helps it quite a bit. Far more copies are needed to meet the demands of the viewers, even if there are fewer viewers. However, the real shift coming is to pay-per-view and downloading. If people look at the PPV menu and usually pick the light movie over the serious one, then the market for the serious ones is sunk.