Video-On-Demand (VoD) Watching and Feelings of Guilt. An Experience Sampling Study

Video-on-Demand (VoD) services are rising and becoming more popular than traditional linear television. This major change has affected consumers’ watching behaviour and a new phenomenon called binge watching arose. According to several studies, binge watching or excessive VoD watching may be related to several health issues and reduced well-being, which can be caused by feelings of guilt. Yet there is only little known about possible predictors, moderators and actual consequences of VoD watching behaviour. The aim of this study was to investigate the association between VoD watching and feelings of guilt over time. Additionally, motivations for watching and the social context of watching were considered as possible moderators of the association.