How Does Binge-Watching Behavior Affect Advertising and Video-on-Demand Platforms? Ad Intrusiveness, Irritation and Attitudes Via the Psychological Reactance Theory Lens

This study explores the potential negative effects of binge-watching on advertising and video-on-demand platforms. Drawing on psychological reactance theory, we investigate the causal relationships between binge-watching behavior, consumers’ reactance (ad intrusiveness, platform attitude, and ad irritation), and marketing outcomes (platform revisit and ad avoidance intention), as well as the moderating effect of ad likeability. Findings from an online survey and two field experiments indicate that binge-watching increases consumers’ perceived ad intrusiveness, resulting in diminished platform attitudes and intentions, and further building ad irritation and ad avoidance, while the ad intrusiveness can be perceived less when consumers have higher ad likeability.