My Netflix: Aspirations and Tyranny
December 31st, 2011Except for certain political events, like the state of the union and conventions, we never watch things in real time. We record all of the TV we watch on the U-verse DVR (I cannot stay awake late enough to see the Daily Show) and when we watch movies, which I love but seldom get out to see, they come from Netflix.
We have access to Netflix streaming (via the Roku box) and subscribe to the three disks at a time plan. When Netflix first promulgated their price hike and new plan, the latter of which they have now greatly revised, we were concerned but made no plans to drop our services. Netflix and other streaming services see the future as not including physical disks. But, based on my behavior these two serve different purposes and it would be a mistake to abandon one in favor of the other.
We use disks and streaming very differently. First, understand that all of the videos get on the list the same way (viz., good reviews, friends’ recommendations, interesting trailers at the beginning of the disks). We have over 100 films/shows on our list and add new ones all the time. However, the disk/streaming media choice is simply a matter of what is and is not available for streaming.
I think two concepts are needed to explain our viewing differences, aspirational selection and the tyranny of choice.
Aspirational selection is something I recently read about in article/blog/podcast. Essentially, when we put a movie on a list to watch in the future we do so because we think we should watch it. It is an aspirational choice. On the other hand, when choosing something to watch right now we look for something more entertaining or that fits our current mood. (Unfortunately, I cannot locate the original source.)
Given that our queue of 100 of movies will last 9-10 months new movie choices are clearly long term (We seldom rearrange them once they are added to the list – first in first out.) Our queue contains lots of foreign language films (with their shorter run lengths in theaters new ones open frequently, get good reviews, and are added to the list). Indeed, at one point a year ago when I was hungering for a move in English (we had not seen one in a few weeks) I raised my review standard for foreign language films to balance the list more evenly.
Generally this aspirational selection process works well. We see a wide variety of good films, lots of different perspectives, great actors and stories, many of which were not widely seen by the American movie going public.
The tyranny of choice is the second concept need to explain the differences in our disk/streaming viewing habits. The basic notion is that having a lot of choices does not make us any happier. Rather, as choices increase it becomes more difficult and our overall satisfaction decreases. When you have a choice of a few different cereals you choose the one you like best and are happy. When the cereal isle stretches 20+ yards you can never be sure if the flakes made from organic Kansas grown oats really stay more crisp those grown in Iowa.
The proliferation and popularity of reviews on web sites and in various publications (e.g., Consumer Reports, critics “best of” lists) is an offshoot of the tyranny of choice – we use these to reduce the number of items we need to choose between – making our choices easier and more satisfying.
With these two concepts in hand lets turn back to our behavior.
Disks. When we have time to watch a movie, we pull out the disks and make the quick and simple choice of one of the three. We always have the “best” movie to watch (from that limited selection) at any particular time. (When we have disks we feel a press to watch them first. I am my father’s son and need to get my money’s worth.) Because they were aspirationally selected, we see good films even if we would not have picked them out on that occasion from a larger selection. With the disks my better self guides our movie experiences.
Streaming. We go streaming when we have watched all of the disks in the house and want something more, when we want to save a disk for a special occasion, or when only one of us is going to watch. Here we are back to tyranny. We have many options and making a choice is always difficult. But it is clear that our more aspirational choices (e.g., the Czech film about a homosexual teacher in a small country town) are seldom selected. Rather we choose something easy to watch like a romantic comedy while others languish on the list. If time is short, we are finishing last season’s 30 Rock. If watching alone, Allison and I each choose something entertaining (I am making my way through Battlestar Galactica and Allison is watching Mad Men).
So disks and streaming give us two different watching experiences. Disks gives my better self a chance to select movies to be watched. Streaming hits our more immediate needs for entertainment and amusement with something more lightweight. Disks give me a simple choice so I do not need to spend lots of time browsing for the “best.” Streaming gives us the flexibility to fill small time slots and personal tastes. Both are useful and enjoyable and the combination is a win-win for the consumer.
If we loose our disks, as Netflix and the delivery providers would like, consumers would loose something unique and special and Netflix would lose an advantage that it does not really seem to understand or appreciate.